Microsoft Targets Google with Their ‘Scroogled’ Produc
Mesel Isaac — November 24, 2013 — Pop Culture
References: microsoftstore & mashable
Microsoft has just launched its new ‘Scroogled’ line of products just in time for the holidays.
The term ‘Scroogled’ was coined by Microsoft in conjunction with ads released last year, taking aim at the global search engine, Google. The line of products include hats, mugs, t-shirts and hoodies that boldly state lines such as “keep calm while we steal your data” and “don’t get Scroogled.” It would appear that the goal of the ‘Scroogled’ campaign is to negatively brand their competitor as an ethically questionable company while placing Microsoft’s own ‘Bing’ search engine as the moral alternative -- an interesting idea, to say the least.
These ‘Scroogled’ gifts will be sure to delight the rabid pro Microsoft individuals in your life.
The term ‘Scroogled’ was coined by Microsoft in conjunction with ads released last year, taking aim at the global search engine, Google. The line of products include hats, mugs, t-shirts and hoodies that boldly state lines such as “keep calm while we steal your data” and “don’t get Scroogled.” It would appear that the goal of the ‘Scroogled’ campaign is to negatively brand their competitor as an ethically questionable company while placing Microsoft’s own ‘Bing’ search engine as the moral alternative -- an interesting idea, to say the least.
These ‘Scroogled’ gifts will be sure to delight the rabid pro Microsoft individuals in your life.
Trend Themes
1. Aggressive Branding - Companies will continue to use aggressive tactics in their marketing campaigns to differentiate themselves from competitors, although it may backfire if not executed strategically.
2. Ethical Branding - Brands will increasingly emphasize their ethical values in order to appeal to conscious consumers who prioritize ethical behavior, potentially shifting market share in their favor.
3. Branded Merchandise - Companies will continue to create branded merchandise as a way to promote their products or services and build a following, but they will need to weigh the potential impact of negative publicity if the merchandise contains controversial messaging.
Industry Implications
1. Marketing & Advertising - Marketing and advertising firms may see a rise in demand for aggressive branding campaigns, as well as campaigns focused on emphasizing a company's ethical values.
2. Retail - Retailers may consider the use of branded merchandise to promote their products or services, although they will need to ensure that the messaging is not too controversial and does not harm their brand reputation.
3. Search Engines - Search engine companies such as Google and Bing may need to adapt their marketing strategies to compete with rivals that are using aggressive tactics to differentiate themselves and gain market share.
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