Getting exclusive rights to a brand name or trade mark is understandable. But seeking sole rights over the shape too is just taking it too far. That’s what Nestle’s KitKat wanted – it wanted to trade mark the four fingered shape of its chocolate. Thankfully, the European Court of Justice knocked down this demand.
The lookalike Norwegian chocolate - Kvikk Lunsj, or “quick lunch,” , made by Mondelez, part of Cadbury company, which looks like an identical twin of KitKat can heave a sigh of relief.
Kvikk Lunsj is hugely popular in Norway but the way it is positioned is very different. It too is four-finger shaped and its wrapper has a retro, 1976 Winter Olympics design. But the chocolate bar is more about outdoors – it is projected as a ‘tour chocolate’; more like a bar of energy when one is skiing or hiking.
Interestingly, the wrapper, features trekking maps and profiles of famous trekkers. In fact it also has a website that suggests that the rest of the world is not having nearly as much fun eating chocolate as they are in Scandinavia.
Well, different countries, different perspectives!