Tony's Chocolonely sued over copycat marketing /

Tony's Chocolonely, a Dutch chocolate company, recently engaged in a marketing campaign that mimicked the packaging of major chocolate brands to highlight child labor issues in the cocoa industry, leading to a legal dispute with Milka's parent company, Mondelez, over trademark infringement...

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Bibliographic Details
Main Author:	Rae, Madeline (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	SAGE business cases.
Subjects:	Branding (Marketing) > Case studies. Product management > Case studies. Trademark infringement > Case studies. Stratégie de marque > Études de cas. Produits commerciaux > Gestion > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Tony's Chocolonely, a Dutch chocolate company, recently engaged in a marketing campaign that mimicked the packaging of major chocolate brands to highlight child labor issues in the cocoa industry, leading to a legal dispute with Milka's parent company, Mondelez, over trademark infringement. This case describes the lawsuit and asks students to discuss the tension between ethical advocacy and brand protection in the chocolate industry.
Physical Description:	1 online resource.
ISBN:	9781071971116 1071971115