The trademark lesson that went global: Velcro Companies’ team head on the success of the ‘Don’t say Velcro’ video

The winner of this year’s WTR Industry Award for Household and Consumer Goods Team of the Year was Velcro Companies. Alexandra DeNeve, senior counsel, trademarks, reflects on an educational video that went global.

Last year, Velcro launched its ‘Don’t Say Velcro’ campaign, a bold but light-hearted video urging consumers to use the term ‘hook-and-loop’ instead of ‘Velcro’. The video quickly went viral and while not all responses were positive (the company has since published a follow-up video that plays on the negative comments posted online), Alexandra DeNeve, senior counsel, trademarks, proudly asserts: “The reaction was everything that we hoped for.”

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Issue 73