Editing Creative Zen (section)

== Marketing campaign ==
[[File:Creative Zen ipod.jpg|thumb|Magazine ad of ZEN Touch (2004)]]
Creative Labs was known for its fierce rivalry against Apple,<ref>{{Cite news|url=http://news.bbc.co.uk/1/hi/business/4985410.stm|title = Apple rival 'tries to ban iPods'|date = 16 May 2006}}</ref><ref name="If You Can't Beat 'Em">{{Cite web|url=https://www.forbes.com/global/2007/0212/046.html?sh=718be176143b|title = If You Can't Beat 'Em|website = [[Forbes]]}}</ref> at one point "declaring war" with the iPod,<ref>{{Cite web|url=https://www.engadget.com/2004-11-18-creative-declares-war-on-ipod.html|title = Creative declares war on iPod| date=18 November 2004 }}</ref> but the Zen line never managed to gain a significant foothold against the iPod.

In November 2004, Creative Labs announced a $100 million marketing campaign to promote their digital audio products, including the ZEN range of MP3 players. In particular, the company was heavily publicizing the Zen Touch and ZEN Micro. These two products had been featured in an increasing number of television commercials, print ads, and urban billboards.

Many celebrities were seen with the ZEN Micro, including [[Paris Hilton]], pop group [[Maroon 5]] and Aerosmith's [[Steven Tyler]].