Monday, September 26, 2011

House brands in Australia

This post and accompanying video are an interesting peek into an Australian grocery store's use of packaging to compete with national brands. To an American, what's most fascinating is how very different most of these look (with even the similar ones clearly not enough to trigger a likely confusion finding in the US). In many cases I wondered "how else would you expect the package to look?" most prominently with brown and orange packaging for chocolate/caramel candies. Some similarity also comes from package size (11 bars per package). I should also note that some Americans also feel these kinds of practices are unfair, judging from my trademark students; it's just that our law is pretty house brand-friendly, especially by comparison to other regimes.

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