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