The latest weapon in the ad wars: Lawyers
As ad campaigns grow increasingly brutal, many companies are turning to the courts to challenge their competitors' claims. "In this economy ... a lot of marketing departments have decided to become more aggressive in going after their competitors in the hopes that they can either protect their market position or capture additional market share," says advertising lawyer John E. Villafranco. Still, it's a high-risk strategy: experts say that high-profile legal fights between competitors risk turning consumers against both brands.
Fighting for your piece of the market in court Nov 21 -09 Lawyers battling it out
Companies that were once content to fight in grocery-store aisles and on television commercials are now choosing a different route — filing lawsuits and other formal grievances challenging their competitors’ claims. Longtime foes like Pantene and Dove, Science Diet and Iams, AT&T and Verizon Wireless, and Campbell Soup and Progresso have all wrestled over ads recently.