Will the Rugby World Cup tackle 'Out of the Boks' ads?


Nishaat Slamdien

Will the Rugby World Cup tackle 'Out of the Boks' ads?

Eskort employed risky tactics with its cheeky reference to the Rugby World Cup—but will it be deemed IP infringement, asks Nishaat Slamdien of Spoor & Fisher.

Eskort’s recent advertising campaign for its ‘Springbox’ has been talked about almost as much as the Springboks’ 7-1 split on the bench against the All Blacks. The tongue-in-cheek reference to the national rugby team has the nation wondering whether Eskort will be shown a yellow card, or if its conduct is deserving of a straight red.

In August, Eskort, a manufacturer of processed pork products, placed a billboard outside OR Tambo International Airport stating ‘Go Springbox Love Eskort’. It was in the colours of the national sporting teams—green and gold—and emblazoned with the national flag.

Heraldic representation

Advertising, Eskort, Rugby World Cup, Spoor & Fisher, IP infringement, Springbox, South Africa. Twitter, trademarks