SBD/9/Sponsorships Advertising Marketing

ABSOLUT LAWSUIT? VAIL CEO VENTS OVER VODKA PRINT AD

          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).

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