Category:
Marketing & Sponsorship

Woolworths and Aldi Under Fire For Unfair Suppliers Agreements

The new Grocery Code of Conduct was set up and implemented by the Australian Competition and Consumer Commission (ACCC). The code came as result of years of complaints from farmers and food manufacturers about unfair treatment from the supermarket giants. The code is there to ensure that retailers deal and negotiate with their partners in...
The risks of using ‘Anzac’ in Advertising
The Anzac legend is central to Australian culture and, with this year marking the Anzac Centenary,  it is not surprising that some brands have attempted to align themselves with our national heritage. But brands looking to associate themselves with the Anzac legend and Anzac Day not only run the risk of experiencing consumer backlash, but...
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Making your mark
Trade marks can offer powerful protection for brands. But in order to be capable of trade mark registration, trade marks need to be sufficiently distinctive. This was the key question in two major trade mark judgments in 2014 and these decisions highlight the challenges in determining if a proposed trade mark is more than purely,...
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Brand ambassadors who go off-brand
Personalities who become brand ambassadors can be a powerful marketing tool for brands. From celebrities to social media influencers, they have the potential to make brands and products relatable and accessible, increasing exposure and successfully driving sales. Unfortunately for brands, their fairytale relationship with an ambassador doesn’t always end happily ever after. You may already...
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Working with social influencers: compliance tips for brands
It is evident from a casual gaze through social pages or comms industry commentary that brands are turning to ‘social influencers’ to promote their products through online social channels, with the intent of influencing consumer purchasing decisions in favour of their products. Brands and their agencies are identifying and building commercial relationships with individuals, events...
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Celebrity endorsements can leave brands seeing stars
Celebrity endorsements can be a powerful tool to strengthen a brand’s reputation and recognition with consumers. However, trying to steal or borrow a celebrity’s limelight without permission can be a costly mistake, as an aged-care company that used Ita Buttrose’s image recently discovered. The media doyenne and former Australian of the Year last year sued...
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Reebok runs afoul of the Australian Consumer Law
Reebok has been fined $350,000 for making misleading claims that its EasyTone shoes increased the strength and muscle tone of calves, thighs and bottoms more than traditional walking shoes. The high-profile action by the ACCC, which was splashed across Australian media last week, is a reminder to brands and advertisers that stepping out of line...
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