Ripping Off Tag-lines is no way to start a client relationship

Steve’s breakdown: Okay,  180LA got the Miller Lite account without a pitch. (Strike One in my book because they have no true feeling of the accounts’ value) Then they processed to rip-off a tagline from another booze brand. (Strike Two) Now they are not even talking about it. (Strike Three)

Who’s on deck y’all?

CHICAGO, IL: 180LA introduced its new “Hold True” tagline for Miller Lite earlier this month in a continuation of the “Spelled Different, Because it’s Brewed Different” campaign TBWA\Chiat\Day launched for the brand back in March of 2016.

Miller Lite moved its business from TBWA to 180LA the following month without a review, and the latter agency effectively picked up where its predecessor left off with a series of spots that launched this past September.

The problem? Fold7 seems to have introduced the same tagline in a campaign for Irish hard cider brand Magners last June. And someone at Magners noticed.

One of our British contacts describes Magners as a “cheap but popular” cider brand, noting that its pre-“Hold True” campaigns ran with the tagline “Earn It.” In recent years, Magners has seen increased competition from upscale brands like Rekorderlig, Bulmers and Carlberg, because lots of the young folks are into cider.

So, was this an honest mistake?

We’ve reached out to 180LA but have yet to receive a response. Updates if we get them.


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