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Chanel Drops Moss; The Saga Continues

It's almost as if Kate Moss were the Brad and Angelina of the marketing world. You just can't help paying attention to her exploits. Now there's another chapter in the ongoing saga of the bad-girl celebrity endorser. Despite picking up new endorsement deals from Nikon and Calvin Klein following a cocaine-abuse scandal, the supermodel is now apparently back on the downswing. Chanel's Coco Mademoiselle fragrance announced Wednesday it was dropping the waif-like Moss in favor of Keira Knightley, star of last year's "Pride and Prejudice." The 21-year-old Knightley will appear in print and TV ads for the brand beginning next year, the company says. It's another twist in the Moss saga, which has been a bit of a roller coaster since the scandal broke in the U.K. a few months ago. At that time, Moss was dumped by H&M and Burberry, but when the heat died down, she remerged and was signed to two new deals, defying traditional marketing trends in which scandal-ridden celebrities are usually avoided at all costs by marketers. Terms of the deal with Knightley were not disclosed, but insiders estimate the figure at $1 million. Chanel spent $50 million on ads in 2005, of which $3 million went toward its Coco fragrance, according to Nielsen Monitor-Plus.

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