6 June 2018Trademarks

Velcro issues second video in fight against genericide

Velcro has released another music video urging people to use its trademark correctly, in response to a video it released last year.

The initial project, in September last year, focused on Velcro’s trademark for hoop and loop fasteners, emphasising that not all hoop and loop fasteners should be referred to as Velcro.

The follow-up video, released on Monday, June 4, addresses the feedback the company has received from the first instalment. While the company was given some “colourful” feedback, the lawyers in the latest edition said that lots of people are now referring to the material by the correct name.

Both videos featured lawyers from Velcro singing.

Velcro said on its website that its first “Don’t Say ‘Velcro’” video received thousands of comments from more than 150 countries.

“Some people loved it, some gave us new names for hook and loop fasteners, and some had other colourful feedback. Nevertheless, please remember that when you use our trademark ‘Velcro’ as a noun, you diminish the importance of it. We’re counting on you to call it by its name,” the company said.

New names for hook and loops that people suggested included ‘friction fuzz’, ‘rip2strip’, ‘grippy grass’ and ‘rootubapow’.

“Thank you so much for all your feedback,” sang the lawyers. “But hook and loop, we’re going to stick with it.”

Velcro’s concerns are about its trademark becoming generic. Trademarks that have fallen victim to this phenomenon include ‘Hoover’, ‘Tannoy’, ‘Thermos’ and ‘Sellotape’.

Last year, WIPR asked our readers what they think of Velcro’s marketing campaign following the release of the initial video. The campaign received mainly positive reviews, with people saying it is a creative way to educate the public and it could help prevent the genericisation of the trademark.

Velcro is encouraging people to join the conversation on social media by using the hashtag #hookandloopforever.

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More on this story

28 September 2017   A viral video released by Velcro encouraging consumers “not to say Velcro” could be useful when trying to avoid ‘genericide’, according to trademark lawyers.
9 October 2017   WIPR readers have said that taking an unconventional approach to trademark enforcement can help brands prevent their marks becoming generic.