El nombre de la torta.
Author | Thomson, Adam |
Position | Notas sobre casos de marca registrada en Colombia - TT: The name of the candy bar - TA: trademark infringement case in Colombia |
BOGOTA--Un domingo de fines de febrero, cuando los colombianos abrieron los
periódicos matutinos, observaron un extraño anuncio en una página interior que
subrayaba los derechos exclusivos de la multinacional norteamericana Mars Inc.
sobre la marca registrada Milky Way.
El anuncio estaba dirigido a los reposteros de Colombia, que en los últimos
años han producido una torta de vainilla y chocolate conocida popularmente
como Milky Way. A la compañía norteamericana le preocupaba que el nombre que
había registrado en el país hacía más de 50 años se estuviera convirtiendo en
un nombre genérico.
"Hicimos un estudio y hallamos que 80 negocios en distintos puntos del país
usaban el nombre Milky Way para designar cierta receta de torta", dice Juan
Carlos Uribe, de Triana, Uribe y Michelsen Ltda., representantes jurídicos de
Mars en Colombia.
Además de los anuncios colocados en la prensa, Triana, Uribe y Michelsen
enviaron cartas a las mayores reposterías que infringían los derechos de la
marca registrada. "Cuando los negocios vieron que la cosa iba en serio, la
gran mayoría aceptó nuestra postura", dice Uribe.
Una de las reposterías más exclusivas del país, Deli, aceptó de inmediato.
"Aceptamos la petición y cambiamos el nombre de la torta a Deli Way", dijo una
ejecutiva de Deli que declinó identificarse. "Las ventas no sufrieron en lo
más mínimo", agregó.
Pero aunque la campaña ha tenido un gran éxito y la mayoría de los negocios
han cambiado el nombre de sus tortas...
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