GWYNETH PAL-TROUBLE? WHEN THE OLD ONE BACKS THE NEW ONE: ASTRONOMER AND THE MEDIA GUEST AFTER THE KISS CAM SCANDAL

After two key figures of Astronomer – CEO Andy Byron and HR Kristin Cabot – respectively withdrew from the stage following the “Kiss Cam” scandal at the Coldplay concert, the company’s executive board initiated a surprise move: collaborating with actress and businesswoman Gwyneth Paltrow as a global brand ambassador.

A seemingly wise choice, but one that raises questions about ethics, effectiveness, and even… personal motives.

A risky partnership: choosing a “50-year-old icon” to turn the tide

Gwyneth Paltrow – founder of the Goop brand and an Oscar winner – is known as an icon of “mature, bold and independent women”, which fits the message the company is trying to reinvent: “Rebirth – Honesty – Innovation”.

At a separate press conference held in San Francisco, Astronomer’s Communications Director said: “Gwyneth is an image of autonomy and transparency. She will help Astronomer open a new phase – where people are not judged by their mistakes, but by how they re-establish value.”

But the public is not easily convinced.

Chris Martin “slips up his tongue” again – causing a PR stunt to backfire
The irony here is: Chris Martin – Coldplay’s lead singer, Paltrow’s ex-boyfriend – was the one who made the comment at a Coldplay concert when he saw Byron and Cabot on the screen:

“Either they’re having an affair… or they’re just very shy.”

That seemingly joking remark became the focus of criticism, causing a wave of ridicule online: “Chris burned down the house and Gwyneth went to put out the fire?”, “Clear PR or strategic chaos?” – many people suspected that Paltrow was invited not only for brand value but also because of some hidden connection between her, Martin and the characters behind the incident.

PR turns into a chain reaction
Choosing Paltrow as a “brand-saving” image not only met with criticism but also created a reaction from consumers. In San Francisco and Boston, some potential customers announced they were canceling their data partnerships with Astronomer, accusing the company of “lack of seriousness in the crisis” and “using celebrities to cover up ethical issues.”

A mild boycott emerged on X (Twitter), with the hashtags #KissCamCleanup and #PalTrojanHorse – implying that Paltrow is a “media Trojan horse” for Astronomer’s leadership.

Will it work?
At this point, it’s too early to tell whether Astronomer’s PR move was a success or a failure. But it’s clear that dragging a celebrity into the middle of a serious ethical scandal is a double-edged sword – especially when that person has so many connections to key players… both behind the scenes and in the spotlight.