Don’t bother Googling “Scroogled”: Microsoft appears to drop anti-Google campaign

When Satya Nadella took the helm of Microsoft last year, I argued that among the first things he should do is drop “Scroogled,” the firm’s anti-Google campaign. It was part of the Steve Ballmer pugnacious reign of the software giant.

Looks like that may finally be happening.

According to Winbeta, Microsoft’s now directs visitors to, which appeals to businesses. “Come see what makes us better,” says one headline.

Scroogled, launched in late 2012, was the brainchild of Mark Penn, the Clinton campaign consultant, who was promoted last year from head of advertising to chief strategy officer.

The campaign took aim at Google’s shopping sites and other Google products with spots on TV, in newspapers, online and on merchandise such as hats, T-shirts and mugs.

It’s unclear whether in Microsoft’s view, the campaign worked. But the risk to Microsoft was that the company was seen as sowing doubt about another firm at a time when trust in tech overall was taking a major with the Snowden disclosures, as I wrote in a blog post.

Still, I will miss Scroogled. It revealed some of the tensions between these tech giants.

And, I didn’t manage to buy a “Scroogled” coffee mug or hat.

Above: A hat from Microsoft’s Scroogled store.


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  • Dave

    The “Scroogled” anti-Google campaign was probably the most ignored negative advertising strategy for Microsoft. The fact that Google’s Page ranking algorithm is augmented by its premimum advertising services such as Google AdSense and AdWords, the search engine results remain an effective business tool. Microsoft’s Bing seach is also a very effective business tool, which proves that competition is good for business.

  • Cindy

    “But the risk to Microsoft was that the company was seen as sewing doubt about another firm…”

    Should be ‘sowing’ (as in sowing seeds), not sewing (with needle and thread).