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A well-loved Canadian pastry company got entangled in a PR crisis this week over accusations of perceived trademark enforcement overreach. While the marketing team gave a canny response on social media which appears to have quelled most of the outcry, evidence suggests that the negative impact could have a lasting effect on the brand. It is another reminder of the risks of trademark enforcement and how practitioners must tread carefully in the age of social media.
81% of consumers believe “branding on products matters”, as Canadian scepticism of plain packaging highlighted
New research has revealed that eight out of 10 Canadian consumers believe that “branding on products matters” because it provides information and distinguishes goods from one another. The study also suggests that Canadians are sceptical about the introduction of standardised packaging for both tobacco and marijuana products although the government’s consultation paints a different picture of public opinion on the measure.
Canada has signalled its intention to remove trademarks from tobacco packaging, just six months after the United Kingdom and Ireland approved plain packaging legislation. The newly elected Liberal government in Canada has vowed to pursue an “activist” healthcare agenda, and has confirmed that plain packaging is a “top priority”.
The proposed changes to Canada’s Trademarks Act have proven controversial since they were announced back in March this year, and the final reading of Bill C-31 could reach the House Of Commons as early as next week. However, a number of practitioners are keen to outline the positives.
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