Coca Cola’s lawyers obviously need a holiday … to Corsica.
On a recent trip there I discovered the locals have their very own version of The Real Thing – Corsica Cola – and they haven’t been shy in using the Coke packaging as the inspiration for their own e.g. http://www.fractal-angel.org/photo/img/photo0829.jpg
At first I assumed that Coke must own or license the brand but I am reliably informed that the Pietra brewery on the island actually launched it in 2003.
So how have they managed to create something so similar to and seemingly ‘get away with it’? Of course I’m no lawyer so maybe there simply isn’t a case to answer but if there is then what could the story be?
Well what became very evident whilst travelling around was the fierce pride in being Corsican. Road signs are presented in both French and the local Corse language but the French version is almost always painted (or sometimes shot!) out. Advertising celebrates a ‘made in Corsica’ sentiment. And restaurants delight in serving up all manner of traditional and very local delights.
So one theory has to be that a judgement call has been made at Coke HQ that the newspaper headlines created by tackling Pietra in the courts would do the brand more harm than good on this very proud island.
Maybe. Maybe not. Either way one final question remains.
Does Corsica Cola taste like The Real Thing?
Simply, no! Though certain other brands sold by the Pietra brewery do come recommended.
Richard Mabbott
Group Head of Planning
GyroHSR
Mark Coltart on October 06, 2009
For those that know me, you won’t be surprised to hear I’ve been following another copycat label battle between Sainsbury’s and Diageo. Let’s hope Coca Cola won’t escalate a dispute to this level although they have strong case looking at the Corsican packaging!
http://business.timesonline.co.uk/tol/business/industry_sectors/consumer_goods/article6857017.ece
Jacob Bagai on October 07, 2009
You’re absolutely right. More harm than good will come to anyone who takes a swing at Corsican pride. And we’re talking real harm – not just harm to the reputation or the sales on the island. The Corsican tradition of blowing up or burning own anything that the proud Corsicans have a problem with is probably why they sort of let it go in Atlanta. And as you correctly state: Pietra is good at beer, but not good enough at cola (it’s pretty awful) – so one is going to be enough for almost every tourist on the island.
Kevin Thomson on October 15, 2009
Try this for faketake = Tesko in Turkey that bit in red so you read Tesko and then an m in blue – overall Teskom but boy did it fool me.