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ABSOLUT LAWSUIT? VAIL CEO VENTS OVER VODKA PRINT AD
Published January 9, 1998
A new "Absolut Vail" ad "was meant to poke fun at the Colorado town know for skiing, but Vail Resorts Inc. isn't laughing," according to Penny Parker of the DENVER POST. The ad shows an Absolut vodka bottle wrapped in a plaster cast. Vail CEO Adam Aron called the ad "outrageous," and said his company "will sue TBWA Chiat/Day," the agency that created the ad. Aron claims the ad "constitutes trademark infringement because Vail owns the trademark on the name Vail 'with connection to skiing.'" Parker adds that TBWA said it pulled 80% of the ads set for February editions of national magazines, "not because of Vail's objections but in light of the recent skiing-related deaths of Michael Kennedy and Sonny Bono" (DENVER POST, 1/9). In L.A., Denise Gellen reports TBWA Chiat/Day "was unable to yank" the ad from the February issues of Aspen, Esquire, Premier and Ski magazines (L.A. TIMES, 1/9). For more skiing, see (#26).