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Story time!
I& #39;m watching the Nationals play in LA this afternoon, and the Dodgers sold ad space on their pitching mound to a company called "Everly." They have a wordmark with three fonts in it and a motto that isn& #39;t readable, and finding out what they even do was a ~journey~ 1/
I& #39;m watching the Nationals play in LA this afternoon, and the Dodgers sold ad space on their pitching mound to a company called "Everly." They have a wordmark with three fonts in it and a motto that isn& #39;t readable, and finding out what they even do was a ~journey~ 1/
If you google "Everly," the first page of results contains:
* A "classy, casual" restaurant in Madison, WI ("bacon-serving and vegetarian-friendly")
* A 2014 movie starring Salma Hayek as a former yakuza slave turned assassin; it got 21% on Rotten Tomatoes 2/
* A "classy, casual" restaurant in Madison, WI ("bacon-serving and vegetarian-friendly")
* A 2014 movie starring Salma Hayek as a former yakuza slave turned assassin; it got 21% on Rotten Tomatoes 2/
* A clothing company making garish, Lily Pulitzer-esque sundresses; they& #39;re in LA but haven& #39;t updated their website since 2016
* A drink powder company that& #39;s basically bougie Crystal Light ("your new hydration sensation")
* A covid testing company that& #39;s uh, a different scam 3/
* A drink powder company that& #39;s basically bougie Crystal Light ("your new hydration sensation")
* A covid testing company that& #39;s uh, a different scam 3/
None of them have the offending wordmark though. Nothing in the first 4-5 pages of google results does. That& #39;s... uh, okay. Then I notice they also have an ad placed on the wall beyond the first few rows of seats; the motto is legible. "Made for living." Let& #39;s search that? 4/
Paydirt. https://uspto.report/TM/90508079
Everly,">https://uspto.report/TM/905080... LLC of Tennessee is the owner. Some advanced level Twitter searching then turns up... @EverlyLife.
As of right now, they aren& #39;t verified, they have 9 followers (including me), and have two tweets, ever. From yesterday afternoon. 5/
Everly,">https://uspto.report/TM/905080... LLC of Tennessee is the owner. Some advanced level Twitter searching then turns up... @EverlyLife.
As of right now, they aren& #39;t verified, they have 9 followers (including me), and have two tweets, ever. From yesterday afternoon. 5/
So that& #39;s weird, right -- who sells life insurance but also doesn& #39;t have ANY marketing campaign around it, except for... buying the pitching mound at Dodger Stadium.
Obviously we& #39;re gonna keep digging. First, their website. It& #39;s... not good. /6
Obviously we& #39;re gonna keep digging. First, their website. It& #39;s... not good. /6
It seems like life insurance but different I guess. I consciously don& #39;t know anything about the insurance industry but it doesn& #39;t sound like engaging copy. You can& #39;t log in to the site yet (but you can sign in to a holistic Everly Wellness program?)
Also, lol jQuery. 7/
Also, lol jQuery. 7/
Look, I& #39;ve worked at many a startup with sketchy leadership. This just *feels* like there& #39;s a terrible CEO or COO who put immense and variable demands on their dev and creative employees, who all just up and quit two weeks before launch. Been there. 8/
Except.. it& #39;s actually even dumber.
The "About Us" page says they& #39;re bundling policies from "Security Benefit" which is an industry leader with 129 years of experience, and a landing page that includes an entire subsection on their corporate brand. 9/
The "About Us" page says they& #39;re bundling policies from "Security Benefit" which is an industry leader with 129 years of experience, and a landing page that includes an entire subsection on their corporate brand. 9/
Both Everly and Security Benefit are run by "Eldridge," another unfortunately google-resistant company. I& #39;ll save you the story here, but their website landing copy is... certainly a choice. Who are they? 10/
Well, here& #39;s Eldridge& #39;s co-founder, chairman, and CEO. One of the owners of... the Los Angeles Dodgers. 11/
So yeah. The Dodgers are getting paid for an on-field sponsorship by a company that only barely exists, which is re-marketing insurance from another company, except they& #39;re not marketing anything to anyone, and one guy owns everything.
Capitalism& #39;s doing terrific. 12/12
Capitalism& #39;s doing terrific. 12/12
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