Which!!! asked 7,855 members various questions, and discovered that around a quarter of them have difficulty telling the brands from the own-brands, and have sometimes ended up buying the own brand goods by mistake! (the clots).
One of the main examples used was the similarity between McVitie’s Ginger Nuts and Lidl’s Tower Gate Ginger Nuts (pictured). Once the brand names had been blocked off, 39% of respondents confused Lidl with McVitie’s.
Other own-brands that the research suggested bore an uncanny resemblance to branded labels included Aldi’s Snackrite Thick Ridged Crisps (similar to McCoy’s), and Lidl’s Newgate Cream of Tomato Soup (similar to Heinz).
According to legal professional Lee Curtis, partner and trademark attorney at law firm HGF, says the basic test for a design right infringement is if the non-brand gives of the air of the real brand, but even if that’s the case, Curtis says: “Most of the main offenders for copying are big supermarkets. Brand owners will be scared of their commercial power and of being delisted – for many, supermarkets are their biggest customers, and they don’t want the hassle.”
Some companies have tried to legalise elements of their branding, but for some to no avail. Such is the case for Cadbury, which last year lost a legal battle to secure exclusive rights to Pantone 3685c purple in chocolate packaging.
The Christmas advert season is in full swing now, with few left to showcase their festive wares. While it seems that we may have reached the peaks with Monty The Penguin and Sainsbury’s tribute to Paul McCartney’s ‘Pipes of Peace’ video, there are still some companies hoping to woo you in with imagery of stressed ordinary folk in woolly hats enjoying a reasonable Christmas.
Vodafone’s seasonal effort features a variety of scenarios wherein actors perform ‘Let It Go’ from that Frozen. It’s basically saying “hang out with Vodafone as we can offer Sky Movies and TV shows with NOWTV, included on Vodafone Red 4G”
They’ve also done the admin ahead for you hashtag-wise, with the unsightly #powertothefestive, which plumbs new lows in meaninglessness.
Meanwhile Cadburys have gone into the Christmas ad market with a tie-up with ITV. A series of adverts feature star “talent” from the station such as Fearne Cotton, Keith Lemon, Paddy McGuinness, Christine Bleakley, Phillip Schofield and Stephen Mulhern. Because Daniel Day Lewis was busy probably.
The tie-in with ITV will also see Cadbury’s sponsor Christmas programming on the channel, including Catchphrase Christmas Special and the All Star Family Fortunes Christmas Special.
According to Simon Daglish, group commercial sales director at ITV: “Cadbury are the perfect fit for this exciting and unique partnership with ITV to unwrap joy across the festive period. The innovative activity is a great example of how ITV can work closely with advertisers and talent across a number of platforms to deliver a highly dynamic and unique campaign.”
If the idea of Cadburys condoning Keith Lemon is enough to drive you off chocolate for life, then these adverts will have done their job.
Christmas jumpers. You either love them or hate them. Or just buy them anyway and go “Look at me! LOL!”
Somehow in recent years, what was seen as a bit naff has become quite a thing, and now everyone is making moves into this increasing lucrative market, with bands people such as Slayer, Queens of the Stone Age and the Wu Tang Clan offering variations on such festive themes.
Well anyway, some enterprising spark over on eBay has come up with a jolly cheery design, which takes Tesco’s Value range and spoofs that on a sweatshirt.
Maybe Tesco are too busy with other concerns to worry about copyright on this occasion.
Unfortunately, for a value sweatshirt, it actually costs £18.95 (with another £2.95 post and packaging) and so the original chuckle is lost slightly at the expense of the wearer.
Anyway, if you fancy one, head here now before your works Christmas party, or whatever function requires you to dress up like a div.
The site where people take pics of things for followers to go “Oooh” at, is wanting a piece of the online retail action, and is in talks as to how to monetize the site.
The chap in charge of engineering at Pinterest, Michael Lopp, claimed that the company was looking to redefine how consumers find goods online.
This comes after Adobe reckoned that Pinterest could become a goldmine, and even projected that it would overtake Facebook.
Lopp said: “When we think of retrieving information, we think of search. If you don’t have a keyword though, you’re out of luck and if you want to browse, search engines are the wrong tool. We call this the discovery problem. There’s a big opportunity to help people browse and discover ideas and projects before they’re ready for search phase.”
Pinterest hopes to be the place where consumers check out new and exciting things, rather than the dull old search engines of Google and Amazon.
Pinterest is responsible for 23% of referrals to e-commerce sites. Lopp also stated that there are 30 billion pinned posts on the social network with that number growing by an average of 25% every quarter.
And there’s us thinking it was just used by a bunch of girls gawping at photos of things that they can’t afford.
Sainsburys have revealed their Christmas advert, and it’s quite the tearjerker.
The full length clip was shown on ITV during Surprise Surprise, features a dramatisation of the Christmas Day truce in 1914 when English and German soldiers gave up killing each other for a bit and had a game of football.
It begins with each side in their respective trenches singing Silent Night/ Stille Nacht and the thawing between the warring sides starts. The they leave the trenches to say hello to each other and enjoy a game of footy.
The ad has been made in partnership with The Royal British Legion, who the supermarket have had a long association with.
‘Christmas is for Sharing’ is the name of the campaign and the chocolate bar (well, copies of) that is featured in the clip will be available instore across Christmas for £1, with all proceeds going to the Royal British Legion.
What’s that? Oh, just got something in our eye.
The gadget enhancement allows Nectar-holding customers to build a ‘virtual basket’ of products they’re most keen on, before they shop. It also helps them navigate around the chosen branch, and will even allow for customers to scan and pay at the shelf through a mobile.
The supermarket reckons it will shave minutes off your life spent in their stores. That could really backfire though, eh?
Other upgrades include more flexible delivery slots, with bookings on the half hour as well as the hour, and greener delivery options allowing shoppers to book slots in one vehicle if it’s delivering to neighbours. Far out, maaaaan.
Sainsbury’s digital and technology director Jon Rudoe has weighed in with a say: “We know that customers’ weekly shop doesn’t start at our front door – they know what they like and they also like that search for a bargain. They still want to come into store – but with limited time, they want to be able to get their shop done quickly. That’s why we’re putting digital firmly at the forefront of our agenda, and putting technology in the hands of our customers”.
At least he didn’t say solutions, but for a moment there, we were all thinking it.
THE HOLIDAYS ARE COMING EVERYONE!
Yes, you might have noticed a recent upsurge of signifiers in recent days of Christmas actually coming. Seriously. It’s not pissing about – it’s on its way. And so naturally one’s thoughts immediately turn to the Coca-Cola truck.
The red and white truck festooned with festivery, will be calling at 45 main shopping areas from November 28 at The Plainstones in Elgin, and wandering the highways of the country, before ending up – as most UK tours do – in London, at Wembley Park Boulevard on December 23rd.
There’s a full interactive map affair of the dates here so you can check when you can go and touch the truck. Or just check out a hot bearded trucker who is into gift-giving.
You can, obviously, follow the truck via social media on @cokezone (which sounds like a Complete Ledge night out).
Not much else is specified as to what will go on while the trucks are parked. No doubt some activities and free carbonated syrupy gloop. Perhaps it’s a trap like The Childcatcher sprung in Chitty Chitty Bang Bang to abduct the town’s children.
With John Lewis unveiling their Christmas advert – the jolly penguin soundtracked by a limped through cover of a Beatles outtake – it’s truly the season for bumper festive adverts! HURRAH!
Shall we have a look at how they’re shaping up? No? Well we are, so tough.
First up: Asda
‘Smile, it’s an Asda Christmas’ is the tag, and basically while Asda isn’t the worst out there, it would nice to have something slightly more to smile about than Asda running your things.
There’s trees, stockings and food ahoy – basically the key touchstones which Asda will no doubt be hoping to reach out and engage with you with.
It also sees X Factor’s Jahmene Douglas covering Louis Armstrong’s ‘When You’re Smiling’. Remember him? Sure you do – he’s the one with a perfectly square head.
Here’s what Steve Smith, chief customer officer of Asda, said: “We’re really proud of our Christmas brand campaign this year as it captures those personal touches and thoughtful gestures that put a smile on people’s faces at Christmas. We know our customers want to make their festivities special, and we want to remind them that we have put the thought and imagination into a range of fantastic food, wine, gifts and decorations so all they need to focus on is having fun together.”
Smith added: “This year has been challenging for all supermarkets but Christmas is a time to concentrate on celebrating and having fun with friends and family and laughing.”
There speaks a man who sounds like he’ll be found hiding in the shed come Christmas afternoon, running his fingers over his new power saw after an arduous lunch with the family.
This is a big deal for the supermarket that has been biting at the heels of the big four this last year. Quietly grooving their own scene and building upon that with a minute-long ad featuring various families and gathering enjoying a variety of festive feasts before Jools Holland turns up.
That’s right: Jools Holland is not just for New Year’s Eve this year.
Joint managing director of corporate buying at Aldi, Giles Hurley, said: “We know Christmas is an important time for our customers and we believe everyone should enjoy the best without having to pay a hefty price tag, which is why we’ve launched a Christmas range with widespread appeal.”
“Aldi is becoming a cornerstone of the grocery shop. We’re looking to reflect this in the Christmas campaign, while highlighting the superb quality of the products Aldi offer as well as the unbeatable value. The commercial also demonstrates to consumers it is possible to do your entire food shop for Christmas at Aldi.”
To be honest, we’re quite relieved there’s been no mention of solutions or platforms.
Payday lenders never learn. The latest culprit to be smacked on the wrist by the ASA is that stalwart of many a fine High Street, Cash Converters who, in addition to offering buy back and pawnbroking services, also offer payday and personal loans.
The problem is, as ever, that the advertising used by this type of company is not ‘responsible’ and encourages people (especially the people who can least afford it) to get into debt for things other than necessities.
The latest ASA ruling concerns a particular direct mailing ad that was sent out in the summer encouraging people to raise a “bit of extra money” in order to pay for “summer holidays”, a “new BBQ” and a “Kiss me Quick hat for the beach”. All these things are lovely things to have, but perhaps not worth getting yourself into sky-high APR loan agreements for.
The advertisement was challenged on the grounds that it was “irresponsible” and “encouraged frivolous spending.”
Cash Converters claimed the ad was not at all irresponsible, pointing the ASA to their strongly worded risk warning at the bottom of the ad- “Warning: Late payment can cause serious money problems.” They also claimed that the Kiss me Quick hat reference (not even they could find anything to say that would not constitute frivolous spending) was intended to be understood as a purchase that could be made from buyback cash (when you sell DVDs or games, for example, to the shop for a fraction of their cost), rather than something for which consumers should take out a loan.
Buybacks are not subject to the consumer credit regime, and the more stringent rules. They also stressed they would not lend money to people who could not afford it, a claim disputed by the fact that their latest published accounts show a massive increase in provision for bad debts (i.e. people who actually don’t repay their loan) up from £2.5m to £10.2m
In any case, the ASA chucked out Cash Converters claims, deciding that summer holidays, entertaining the children, buying a new barbeque and a “Kiss Me Quick” hat for the beach were all purchases that were “unlikely to be considered essential purchases and that the references to them suggested that taking out a loan or other type of cash advance for them was something that could be approached lightly.” They found that the ad therefore encouraged frivolous spending and was categorically irresponsible. The ASA also told Cash Converters to “ensure that their future advertising was prepared with a sense of responsibility to consumers and to society.”
Well, we can all hope can’t we…
The Help For Heroes ale will be available in 250 branches of Tesco ahead of Remembrance Sunday. It’s a 4.2% abv affair, selling at the reasonable £1.97.
It was developed by three Help for Heroes ambassadors: Pete Dunning, Daniel Whittingham and Simon Brown, together with Marston’s brewer Genevieve Upton.
The whole project was a result of a chance meeting between the co-founder of the charity and Tesco’s beer buyer Chaira Nesbitt, who will now speak: “When I heard Bryn was struggling to get a fundraising beer off the ground I was amazed.”
“After he told me the type of ale Help for Heroes was looking to create I promised him the beer would be sitting on Tesco shelves within a year.”
The ale is directed at the lager set, who are BORED of the frivolity of fizz and settling into the ales because of the flavours.
The beer is festooned with the logo: ‘Created by Heroes; Brewed by Marston’s; Enjoyed by Everyone’ and five pence from the sale of each bottle will go to Help for Heroes, which supports the rehabilitation of injured members of the armed forces.
So there you have it. You can finally get drunk in the name of charity and if anyone asks you why you’re falling about everywhere (the beer’s not that strong so you’ll have to buy a load of bottles), you can simply burp: “Just doing my bit!”
It’s basically two films going at the same time, with the same protagonist, but each has an opposite mood.
What you do is to press ‘R’ and you’ll see the other side.
Go on. TRY IT.
The Other Side seems to show that Honda are up for both families and edgy murderous types being associated with their new motor.
According to Honda Motor Europe’s Head of Marketing, Martin Moll: “This campaign marks a very significant time for our brand. The Civic Type R is one of four new car launches for Honda in 2015 and provides a powerful halo-effect for the marque. Just as our products are renowned for being innovative, our communications style will amplify this.”
Not entirely sure about the ‘powerful halo-effect for the marque’ bit, but can only assume at least he knows what he’s on about.
Charm-filled budget airline Ryanair has hiked its profit forecast on better than expected winter bookings and furthermore, they’ve also said they’ll cut fares by 10% in Spring to ooomph up their share of the Europe short haul market.
The company also claims that they will carry 2.2 million passengers more than they’d previously forecast, in the six months up March.
Profits after tax for the first six months of the financial year were €795m, which stood at €750m last year.
Obviously, this turnaround is something to do with Ryanair getting their act together in the last year or so, trying to shake off their reputation as an unpleasant budget headache affair run by a complete and unswerving asshat, improving customer service and all that jive.
You can make more money if you don’t treat people dreadfully, which is hardly stop press we know, but true. Complaints to Ryanair were down 40% and O’Leary said many of those were about the landing bugle, which they’ve now got rid of.
Ryaniar are far from perfect, but if they’re starting to make a pretty penny from playing nicely, rather than hooting hardball, then we can only hope other problematic companies take a leaf from their book.
An advert for that Toyota Yaris Hybrid has been banned.
A whopping 74 viewers were so enraged by the advert, seemingly encouraging dangerous driving, that they felt moved to register a moan about it.
Created by Saatchi & Saatchi, the ad featured various drivers and passengers enjoying various tunes that were transmitted to their GPS, the edited version of the UK advert focussed on Bruno Mars’ song ‘Locked Out of Heaven’. If the were really driving dangerously, they’d surely be thrown into heaven?
Perhaps we could address some priorities here and suggest the complainants are whinging about the wrong element of the ad, and should focus their ire on Mr Mars.
Toyota defended the ad and told the Advertising Standards Authority (ASA) that the car adhered to the speed limit and there were no shots of it travelling fast, competitively or in a daring manner.
They said they tried to portray that both the driver and passengers in the car were having a good time whilst driving, as it wanted to “dispel the myth that drivers cannot have fun whilst driving safely”.
They also denied that the female driver had her eyes closed at any point, which was another point singled out as a complaint. Again, priorities people.
ITV, which broadcast the TV version of the advert, said no viewers had complained to its Viewer Services, and YouTube, which ran the ad online, agreed.
The ASA said that singing along with Bruno Mars is fine (sheesh) but it was concerned that viewers would believe that the closed eyed lady wasn’t paying attention to the onslaught of the road.
The ads must not appear again in their current form and Toyota was told to ensure its ads do not depict dangerous driving in future.
That’s them told.
Microsoft could keep hold of the name for another ten years, but obviously thought “no, that’s it, you’re dead to us!” and will now be known as the not-at-all catchy ‘Microsoft Lumia’.
The Nokia brand had been visible on recent smartphone launches such as the Lumia 930 and Lumia 735, but Microsoft has not mentioned it in any press on marketing junk.
The Windows Phone apps have also been re-branded to Lumia, and the firm hasn’t even been referring to Windows Phone in advertising, instead using just Windows instead.
The rebranding will roll out across various countries in due course, however it is unclear what branding Microsoft will decide to use on future smartphones and tablets.
Existing devices carry the Nokia logo on the front and back so it will probably be a little while for new devices all branded and sexed up to arrive.
Still. No more Nokia! The name of a mobile giant is chucked in the bin just like that. We’ll be playing ‘Snake’ all night and crying while seeing if it is possible to actually break a Nokia 3310 without the use of nuclear weapons.
Sugar Puffs RIP. That’s right - Sugar Puffs have been modified to have less sugar and – oh God – are being renamed. Are Mumsnet behind this? This reeks of people complaining about the word ‘sugar’ on a children’s breakfast.
The legendary treat will now be called Honey Monster Puffs. Look at the state of them.
The new look puffs will feature a revised recipe with less sugar and 20% more honey, and also features traffic light nutritional labelling on front of pack, which no-one will read. And besides, isn’t honey the same thing as sugar?
The puffs’ owners, Halo, said it was taking a “responsible and transparent” approach to nutrition and wanted to help consumers make informed decisions. Honey Monster Puffs contain 8.6g of sugar in a 30g portion – down from the 9.3g of the previous recipe – which is less than Krave (9g), Coco Pops (11g) and Frosties (11g).
Halo said the sugar content of the brand had been reduced by almost 40% in the past decade. That’s no fun is it? Some things are great purely because they’re really, really bad for you. Anyway, this is all part of a relaunch for the cereal, which has gradually been crashing saleswise over the last few years.
“We feel the product relaunch, coupled with our move to bring the product name in line with the Honey Monster character, can help grow our share of the cereals category,” said Halo Foods marketing director Andy Valentine.
The Honey Monster will be back, as he’s the dude on the packaging, and as is always the way these days, they’re hoping to ‘tap into nostalgia of the brand’. Jeez.
A key element of the marketing will be encouraging children to get outside and be active, and allowing them to be au fait with a big yellow monster coming in to nick their breakfast, who has urine that smells exactly like the cereal he’s promoting.