Moccona just picked a fight with Australia's largest independent coffee company.
👉 Background: Moccona is the global giant in the coffee and tea space. They make 4,500 cups of Moccona coffee and tea are served each second... And it generates over 6.7 billion euro in sales each year.
👉 What happened: Now, they’ve just picked a fight with Australia’s largest independent coffee company, Vittoria. Moccona reckons that Vittoria is misleading and deceiving customers by selling their coffee in a glass jar. Yes, a glass jar.
👉 What else: They reckon customers might pick up a Vittoria glass jar, mistaking it for Moccona's trademarked glass jar - aka “their crown jewel”.
💡A trademark is a symbol, word or phrase that helps to uniquely identify a specific brand. It helps companies build their brand recognition and loyalty with customers (Think: Nike’s swoosh logo, the Maccas golden arches, or “Oh what a feeling. Toyota”.)
💡But Vittoria reckons the glass-jar-trademark is invalid. So it raises the question if companies can even trademark their packaging?
💡If the case falls in Moccona’s favour, there could be massive repercussions for other companies that use and promote very similar packaging. Coco Pops vs Nesquick boxes - you're up next!
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