Has Waitrose crossed the line with these ‘new’ chocolate bars? #MontageMashup

Hello… welcome to our latest #MontageMashup where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at a dispute between Hotel Chocolat and Waitrose, Aldi’s sign language adverts, Unilever’s sustainability stats and more! So, let’s get started…

Hotel Chocolat accuses Waitrose of copying chocolate bars

The boss of Hotel Chocolat Angus Thirlwell has accused supermarket chain Waitrose of copying some of its popular chocolate bars. The bars from Waitrose closely resemble those of Hotel Chocolat but are roughly half the price, the Hotel Chocolat bars are, however, registered with the European Intellectual Property Office. Thirlwell has also written to Waitrose “highlighting the similarity and asking them to do the right thing.” Thirlwell also raised the point on Twitter saying: “Imitation is the sincerest form of flattery apparently but hey @waitrose this crosses the line. As well as breaching our registered design mark, designed to protect innovation.” Hotel Chocolat’s legal team is currently reviewing the situation and considering legal action against Waitrose, the supermarket has responded by saying: “we take the intellectual property rights of other business extremely seriously and are looking into the points raised by Mr Thirlwell.”

What do you think? Has Waitrose crossed the line or is it a lot of fuss over just a chocolate bar?

Waitrose Hotel Chocolat

Aldi launches fully signed adverts

Budget supermarket chain Aldi has partnered with ITV to broadcast its first ever fully signed ad break. All adverts during the break in Coronation Street street this evening (Monday 14th May) will be fully signed to mark the start of Deaf Awareness Week. Other brands which will also feature during the ad break include Microsoft, Gaviscon, Nurofen, Matalan, Velux, WeBuyAnyCar and Money Supermarket. Deaf Awareness Week runs from 14th – 20th May and aims to raise awareness of the challenges of deafness and hearing loss faced by 1 in 6 people in the UK. Stats show that there are ‘around 9 million people in this country who have some form of deafness’ whilst ‘approximately 50,000 deaf people in the UK use British Sign Language (BSL) as their first or preferred language and there are many others who know and use sign language.’

Adam Zavalis, the marketing director for Aldi UK has said: “Our new advert is completely silent and signed – a first for Aldi, and demonstrates our wider commitment to inclusivity, all delivered in Aldi’s irreverent style.” ITV managing director commented: “with the size and scale of the audience for a programme like Coronation Street, we’re able to use the power of TV to make sure people know about Deaf Awareness Week.”

We think that this is a great idea, it’s only surprising that we haven’t seen something like this before!

Unilever’s sustainable brands’ growth

Unilever’s sustainable brands are now responsible for more of the company’s growth than ever before, with 70% of its turnover growth coming from its sustainable brands. Unilever’s ‘sustainable living’ brands, of which it now has 26 (up from 18 two years ago) have also grown ‘46% faster than the rest of the business in 2017’. Unilever is also now asking its employees on what they think the company should prioritise for a sustainable future and what future success looks like. The survey was sent to more than 40,000 Unilever employees, with the results being used to co-create its future agenda.

Unilever is striving to improve its sustainable presence with more than 601 million people having been reached through its programmes on handwashing, sanitation, oral health, self-esteem and safe drinking water by the end of 2017, ‘while 109 of its manufacturing sites were using 100% renewable grid electricity’. Paul Polman, Unilever CEO has said: “we have made great strides in meeting many of the ambitious targets we set ourselves and the fact that our sustainable living brands are continuing to deliver growth shows that this is a business model that works.”

Royal Wedding musical tins

churchillsConfectionery brand Churchill’s and electronic packaging firm Electropac have teamed up to produce a souvenir tin in advance of the upcoming Royal Wedding. The souvenir tin is a musical version of Churchill’s ‘Around London’ tinned giftware, filled with biscuits. The tin which launched exclusively via the home shopping channel QVC features many of the city’s famous landmarks and when the lid is opened either the National Anthem or Rule Britannia plays out. This is the first time that Churchill’s has included music in its packaging and Kim Winston from Churchill’s has said: “with the Royal Wedding just weeks away, we thought that the technology would work really well for our Around London design. We approached QVC who jumped at the opportunity, hence the reason that the souvenir tin became exclusive to QVC. We are delighted with the product.”

And finally…

We are ending this week with some key stats surrounding Amazon and its advertising platforms. Overall on Amazon, there are now more than 300m customers, of which there are more than 40m monthly visitors in the UK, helping to make Amazon the number 1 ranked eCommerce site. In terms of AAP and video, it is stated that 8/10 consumers agree that video is the easiest way to get to know a brand online, whilst 4x as many consumers would rather watch a video about a product than read about it. It is also noted that 33% of respondents to a survey have indicated that they subscribe to Amazon Video, providing a big opportunity for brands to reach these consumers. If you would like help with any aspect of Amazon, whether it be content optimisation, Sponsored Products or full-scale AAP campaigns then get in touch with our dedicated sister agency, Marketplace AMP.

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Nick Hill

Nick is our Senior Digital Marketing Executive. He is a Marketing Masters graduate with one of the most analytical minds we know! He’s a pro at content review and discoverability analysis, implementing Amazon content and platform marketing internationally for brands like Brabantia and Sphero. Nick helps clients take advantage of the 248m active customers worldwide on Amazon by optimising content to be discoverable and convert sales.