DaimlerChrysler launched an advertising campaign in March for its Jeep Patriot, with the slogan choose your own adventure. Chooseco, the publisher of the book range Choose Your Own Adventure, claims that DaimlerChrysler’s campaign is recognizably similar to the model used for the book series. In addition, the Vermont publishing house claims that the auto company is trying to target those who were brought up with the books by using the slogan.
Shannon Gilligan, Chooseco publisher, said: The alleged misappropriation of the Choose Your Own Adventure mark by Jeep is alleged to be particularly harmful as Choose Your Own Adventure books have also promoted interactive adventure and active lifestyles for boys and girls for over 20 years.
Chooseco said that it was forced to file a lawsuit after requests made to DaimlerChrysler to stop using the slogan have been rejected. DaimlerChrysler has not issued an official response to the filing.
