28 MAY 2021
5 MIN READ
This week, we have looked at various brands that have recently fallen foul of what is and isn’t appropriate in their marketing efforts shining a spotlight on the problem of brand appropriation in marketing and advertising.
This week, we’re looking at brand campaigns that are helping us navigate our way out of lockdown.
Tequila doesn't make everyone happy
With the latest launch of her 818 Tequila company, the Keeping Up with The Kardashians star, Kendal Jenner was accused of copying another US-based tequila company’s style charging more for lower quality alcohol. Tequila 512 took the copycat claim to Instagram to accuse Kendall’s 818 Tequila of seemingly serving a lower quality but higher-priced knockoff off their own tequila.
When a multi-million-dollar brand appropriates a design from another, it comes with the risk of serious legal implications and a weighty fine. The risks would appear to be less substantive when lifting an idea from a candidate for an internship programme, or so you would think. Nike owned Converse have had to knock back accusations from one such candidate, who claims that they stole the trainer designs that she used to apply for their internship programme back in 2020. Whilst the 22-year-old designer may not have an army of corporate lawyers behind her, she does have the immense reach of TikTok to tell her side of the story. With 9.1 million views of her video detailing the alleged design theft, the real story here is the power of social media to give creatives a significant voice.
Colin-gate recently stirred up emotions when Aldi was forced to stop selling its Cuthbert cake due to legal issues with Marks and Spencer. Now competitor Lidl is facing a similar challenge over its Hampstead Gin which bears more than a passing resemblance to upmarket rival Hendricks, with courts here in Edinburgh ordering the supermarket to temporarily remove the product from sale. In this case, the judgement determined that Lidl “intended to benefit from the reputation and goodwill of the pursuer’s mark”. This is by far the first time the tactic has been used and is unlikely to be the last as retailers try to woo customers to trade into their own brands.