Hell takes the pizza out of competitor's online promo
posted on 28th June 2013
Hell Pizza has taken offence at a Google marketing campaign by competitors Pizza Hut which uses the Hell keyword to promote 'Don't go Hell Pizza'. As usual, though, Hell has taken an alternative approach to the traditional lawyer's rebuke with a witty open letter. It highlights the serious point we featured last month about the difficulty of protecting your brand on Google Adwords.
"I represent Hell Pizza, New Zealand's foremost purveyors of quality pizzas. I wish to draw your attention to, and demand the removal of, your Google ad that orders people to 'Don't Go Hell Pizza'. Crimes against grammar aside, this contravenes the Slagging Off Your Opponents in a Desperate Attempt to Gain Customers Act of 1993. Having once tried your product, I am not surprised to see such tasteless advertising tactics, but perhaps you should leave that to the professionals. If you're losing customers, I recommend you discover why by going to Hell and sampling their appropriately named pizza 'Envy'. If not, I suggest you go there anyway."
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