It’s tempting to have fun with a trademark to attract attention and deliver a message. I recently commented on Pepsi’s campaign in Argentina that spelled the brand name ‘Pecsi’ to get closer to consumers who weren’t pronouncing the brand name correctly.
But it can also weaken the brand’s ability to protect itself against trademark infringement.
I love the outdoor campaign BOS has developed for its client St-Hubert and it seems to be getting a lot of attention in Quebec.
I guess St-Hubert felt the upside potential was worth the risk. A gutsy decision given that not long ago St-Hubert successfully fought Vancouver-based Montreal BBQ for getting too close to its brand identity. Or perhaps, as was suggested by lawyer Robert Legault in a comment on Infopresse’s site, they chose to trademark each execution.
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