Few celebrity breakups have led to as many brand activations as that of Ariana Madix and Tom Sandoval—a split excruciatingly detailed in the just-wrapped 10th season of Bravo’s “Vanderpump Rules.”
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Duracell is the latest to join #TeamAriana (there isn’t much of a #TeamTom, as far as we can tell) with a video on Instagram and TikTok about how she’s been stocking up on batteries lately. That’s a reference to a scene from the show where Sandoval complains to his buddy Tom Schwartz how Ariana never bothered to buy new batteries—evidence, apparently, that she didn’t care to do the little things to make him happy, and thus didn’t love him at all.
The video was shot by VaynerMedia. Citizen Relations and EssenceMediaCom also worked on the campaign. It adds to Madix’s impressive haul of endorsement deals over the past few months—a list that includes Uber One, SoFi, Lay’s, Biz razors, Bloomingdale’s, the Bellesa Boutique sex shop and at least four smaller brands.
The breakup fallout may have earned Madix as much as $1 million, according to some estimates.
“We have no generational wealth in our family,” she told Glamour in a cover story recently. “I want to make enough money to be able to take care of my mom and my brother and any other family members who may or may not need it. I never want to worry about it ever, ever, ever. So I will work as much as possible to not have to.”