Flo Broughton starts a chocolatery named ‘Choc on Choc’ with her father back in 2003. Ever since 2015, they have been selling matches made out of white Belgian chocolate. The words ‘Perfect Match’ are pressed into the chocolate. Marks & Spencer launches an almost identical product with Valentine's Day this year, leaving Flo not amused.
When Flo contacts M&S through the usual channels, a deafening silence is her part. Reason for her to share her frustration on Instagram. This quickly goes viral, prompting M&S to pull all the plugs in order to calm the online storm.
M&S’s spokesperson states that they hold IP rights in high regard. Choc on Choc is lifted onto the shield as a fantastic company and it will launch a special line of chocolate products together with M&S around Mother's Day and Easter. Lesson learned on product launches. First carefully check the playing field. If a complaint arises, take it seriously. A social media post can really spin out of control.advertising-law
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