Campaign Against Rival Could Haunt FedEx - New York Times
The word bailout has gone from descriptive to derogatory.
The FedEx-sponsored Web site BrownBailout.com (brown is both U.P.S.’s color and nickname) says that U.P.S. is “quietly seeking a Congressional bailout designed to limit competition for overnight deliveries.” Along with a “bailout-o-meter” showing U.P.S.’s revenue, and a spoof of a U.P.S. commercial, the site includes statements like, “This is a bailout, plain and simple, and the American people won’t stand for it.”
“Hinging so much of this — even the site itself and the URL name — to a bailout brings some pretty significant risks,” said Scott Elser, a partner in LaunchPad Advertising, which is not working with either company. “It’s arguably one of the most controversial terms that you can define in politics today. They draw you there based on that, and you don’t have to surf very long to realize that this is clearly not a bailout as most consumers and business people would define it, which is writing a check to a troubled business.”
“It’s a little bit of a bait and switch,” Mr. Elser said, which “has the ability to potentially harm their brand.”
The word bailout has gone from descriptive to derogatory.
The FedEx-sponsored Web site BrownBailout.com (brown is both U.P.S.’s color and nickname) says that U.P.S. is “quietly seeking a Congressional bailout designed to limit competition for overnight deliveries.” Along with a “bailout-o-meter” showing U.P.S.’s revenue, and a spoof of a U.P.S. commercial, the site includes statements like, “This is a bailout, plain and simple, and the American people won’t stand for it.”
“Hinging so much of this — even the site itself and the URL name — to a bailout brings some pretty significant risks,” said Scott Elser, a partner in LaunchPad Advertising, which is not working with either company. “It’s arguably one of the most controversial terms that you can define in politics today. They draw you there based on that, and you don’t have to surf very long to realize that this is clearly not a bailout as most consumers and business people would define it, which is writing a check to a troubled business.”
“It’s a little bit of a bait and switch,” Mr. Elser said, which “has the ability to potentially harm their brand.”