Report: Advertising revenue on piracy sites exceeds $200 million
19-02-2014
Questionable advertising in South Africa
01-08-2011
15-09-2023
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
The rest of this article is locked for subscribers only. Please login to continue reading.
If you don't have a login, you will need to purchase a subscription to gain access to this article, including all our online content. Please use this link and follow the steps.
For multi-user price options, or to check if your company has an existing subscription to us that we can add you to for FREE, please email Atif Choudhury at achoudhury@worldipreview.com
Advertising, Eskort, Rugby World Cup, Spoor & Fisher, IP infringement, Springbox, South Africa. Twitter, trademarks