The shocking cost of the Grumpy Cat breach of contract – #MontageMashup

The ugly truth about copyright

Hello… welcome to the 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 Grumpy Cat’s lawsuit win, Vanity Fair’s photoshop mishap, Cadbury’s pop up shop and more! So, let’s get started…

Cadbury’s latest campaign 

Cadbury’s has released a new pop-up shop in Soho London which allows consumers to visit and trade old knick-knacks for a bar of Dairy Milk. This ties in with their latest ad “Mum’s birthday” which shows a little girl trade the items she has in her purse such as plastic money and buttons for a Dairy Milk to give to her Mother on her Birthday. It’s nice to see a brand highlight the importance of giving “generosity back to the real people of Britain”. What do you think of this campaign?

Grumpy Cat wins lawsuit

After photos went viral in 2012, the famous Grumpy Cat was introduced to the world! And yes the cat’s sour expression thrived in the world of memes. Shortly followed was Grumpy Cat Limited including a movie, toys and a who lot of products. The owners have now won a $710,000 payout in a copyright lawsuit against Grenade Beverage.

In 2013 Grenade Beverage had a deal with Grumpy Cat to have the cat’s scowl on their “Grumppuccinos” However when they began to sell roasted coffee and T-shirts which lead to them getting sued by Grumpy Cat in 2015 for breaching that contract.

“Next time you’re thinking of co-opting a meme, remember Grumpy Cat, and make sure you’re doing it in a respectful and legally sanctioned manner.” Russel Brandom – The Verge



A photoshop disaster for Vanity Fair

Vanity Fair released the front cover of the magazine’s Hollywood issue without realising the major photoshop mishaps! The photo included 12 film stars and was photographed by Annie Leibovitz, however, Reese Witherspoon is seen to have 3 legs as well as Oprah Winfrey with 3 hands! (This was quickly removed from the website)

Both actresses found the humorous side to this blooper after releasing these following tweets:


How did Vanity Fair respond to this blunder you may wonder? They followed it up with some humorous tweets along the lines of “While we would have loved the exclusive on @RWitherspoon’s three legs, unfortunately, it’s just the lining of her dress” and “As for Oprah, how can we expect her to juggle it all with just two hands? (We are correcting this error online.)”

Do you think they responded in the right way?

Importance of voice search

There has been a massive increase in voice search over recent years, it’s a function that allows users to search the web using spoken commandments rather than typed. However, the main trouble brands face is knowing how their websites perform in voice search. Reports from Roast found that that assistant may not even read out your result, even if your website provides Google with the answer box result on web search or examples of generic key phrases promoting the opening on third party actions, along with more findings. In conclusion, it’s now even more crucial to utilize current SEO best practices. To read more on this click here.

On a positive note…

It’s great to hear that a series of water fountains are being installed across London in 2018 by the Mayor of London, Sadiq Khan. This is part of a Government scheme to reduce the amount of plastic waste that is produced.

An app will also be produced that allows you to view any food outlets in London that offers free tap water along with stickers in shop windows to highlight this to the general public.

With 6.3 billion tonnes of plastic waste on Earth, there has been a massive increase of brands working together on the global push to reduce plastic waste. For example, the high-quality bottle brand SIGG (and one of our fab clients!) has designed new recyclable aluminum bottles, allowing you to opt for a more eco-friendly option rather than the throw-away plastic bottle.

Plastic waste


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

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About the author

Aime Southgate

Aime is our Creative Director. She is an award-winning international content creator and cross-discipline communications strategist with 17 years of experience. She has an enviable Global Contacts Book of press & bloggers/influencers and manages product reviews, sales activation campaigns, vlogs & endorsements.