Beiersdorf and Unilever clash over use of blue

17-Jul-2015

Brands head towards court over use of colour

Nivea maker Beiersdorf and Unilever look set to meet in court over which has the right to use a well-known tint of blue. The companies have been arguing over the use of a particular dark blue used on Dove and Nivea brands.

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Beiersdorf has argued that its Nivea blue is a brand differentiator while Unilever also claims the tint is synonymous with some of its Dove brand products. Germany’s Federal Court of Justice has backed a new hearing saying some colours can be viewed as brand-specific if a high enough proportion - set at 50% - of consumers link it directly to the brand.

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