Spirit Airlines tries to laugh off public's anger over baggage fees

Posted on Thu Apr 15 2010

Spirit Airlines, the brand that brought you a "MILF" promo and a "MUFF" promo for divers, is attempting to employ its irreverent brand positioning to counter the noxious buzz it incurred after airing plans to charge a $45 fee for carry-on luggage. The point man for this obfuscation is president/CEO Ben Baldanza, who explains in this video that the fees were implemented to address flight delays and long lines prompted by overstuffed overhead bins. With Orwellian logic, Baldanza concludes that the new fees will reduce ticket prices for the average passenger. To make the point, the initial shot shows Baldanza delivering his spiel while positioned sideways in a cramped space. A reveal completes the visual joke: The exec has crammed himself into one of the overhead bins (though it's unclear what's going on with his legs). Will humor deflect the bad PR? Well, Chuck Schumer, for one, isn't amused.

—Posted by Todd Wasserman

JetBlue suggests luggage shirts to those who fly Spirit Airlines

Posted on Thu Apr 8 2010

Sherpa-shirt

Someone at JetBlue is in a bitchy mood. After Spirit Airlines announced that it will start charging for carry-on luggage on Aug. 1, JetBlue used its "Blue Tales" blog as a platform to drop some cyber-noogies on its rival. The blog pointed to Spirit's press release and then noted: "In case you were wondering, JetBlue will continue to offer a free first checked bag, not to mention that you can bring your Mickey Mouse ears, your magazine collection, your favorite wrinkle-free slacks, and your lunch onboard." To drive the point home, JetBlue exhumed its Extrago Sherpa Shirt, an item that holds "an entire trip's worth of necessities, including the $20 you'll save by not checking a bag," as an alternative for people who fly airlines like Spirit. Since the Sherpa Shirt made its debut a few months ago, there has apparently been some consumer interest in the garment, which resembles the suit that the Tin Man wore in The Wizard of Oz if it were designed by Samsonite. Sadly, the Sherpa Shirt isn't for sale.

—Posted by Todd Wasserman

Sprit Airlines has never met an indecent acronym it didn't love

Posted on Tue Feb 2 2010

Muff300

Either Sprit Airlines is edgier than you think or someone at the company is pulling a fast one on their clueless bosses. How else to explain this latest promo: MUFF to diving destinations? MUFF, of course, is an an acronym for "Many Unbelievably Fantastic Fares." Uh-huh. That recalls another recent Sprit promo: "Many Islands, Low Fares," or MILF. Someone over at Spirit is quite the cunning linguist.

—Posted by Todd Wasserman


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