BUZZ kill: KWV strikes blow for its Bug shooters
KWV, which produces the popular Bug shooter, has successfully defended the brand against what it contended was a copycat competitor.
Bug is sold in 20ml bottles, with alcohol levels varying from 12% to 24.5%, depending on the flavour.
The group filed a complaint to the Advertising Regulatory Board (ARB) against BUZZ, a product created by the Johannesburg-based Craft Link, accusing it of imitating its packaging design.
KWV claimed BUZZ's bee-inspired branding closely mirrored Bug's look and feel, 'taking advantage of the goodwill relating to the advertising property vested in the Bug packaging'.
KWV argued that BUZZ ripped off its insect imagery, which features 'Bug-man', with its own bee, at the top of the packaging design. It further argued that the names 'BUZZ' and 'Bug' shared a similar visual style, with white text and green outlines, raising concerns over consumer confusion. This, KWV argued, would be exacerbated by similar bottles with comparable shield-shaped labels and barcode placements.
While Craft Link denied plagiarism claims, it agreed to stop BUZZ production and distribution. The group also denied any contraventions of the ARB's Code of Advertising, specifically the exploitation of goodwill and imitation. To meet ARB regulations, they ensured a three-month 'grace period' for clearing existing stock from shelves.
The ARB Directorate ruled in favour of a resolution, acknowledging Craft Link's decision to pull BUZZ off the market.
Craft Link's voluntary measures to halt BUZZ production fulfilled the necessary ethical and procedural requirements without requiring an explicit admission of guilt, the ARB said.
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