Beer drinking toddlers

Misleading advertising is found all over the world. It often concerns use of words, but the deception can also involve matching packaging. Sometimes unexpected parties com to the rescue. Choc Milk Stout (from Howler’s brewery) mimics the packaging of Milo chocolate powder from Nestlé. A nice touch, unless something goes wrong. A toddler accidentally mistakes the can of beer in the family fridge for chocolate milk, after which its parents file a complaint with the advertising authorities. This design is irresponsible. The brewery reacts indignantly: “We do not target children with our beer and the use of this label does not lure children into consuming beer.”


The local advertising code for alcoholic beverages states that signs that appeal to minors should not be used. The beer packaging has the same label layout, brown type-font as well as the same green color as is used on the Milo packaging. The way the beer is promoted is against guidelines for the promotion of alcoholic beverages and can lead to irresponsible alcohol consumption. The manufacturer is requested to adapt the packaging.


Latest news
When can a sound be a trademark?
Red Horse: coat tailing well known trademark
Misleading advertisement for Parodontax toothpaste packaging
Coin pocket Diesel valid positionmark
Valid yellow colormark Kärcher
Our Clients
Follow Abcor


MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?