Sapete perché la sulle ambulanze la scritta anteriore è messa in versione speculare?
Perché così con gli specchietti retrovisori delle macchine è possibile leggerla “al dritto”.
In questo modo, se arriva un veicolo a velocità sparata con sirene e lampeggianti, nessun automobilista può confonderlo con il camioncino che consegna i giornali, grazie alla scritta anteriore speculare.
E’ più o meno questo il ragionamento che devono aver fatto i legali della Coca Cola di Atlanta quando hanno deciso di mandare un paio di lettere intimando la chiusura del sito ColaColla.it, per evitare che il povero consumatore potesse essere tratto in inganno.
La storia è questa.
Cocacolla.it è un blog che si occcupa di arte contemporanea, con il nome che richiama – volutamente – atmosfere consumeristiche quasi post-warholiane (concedetemi ‘sto delirio). In pratica la colla – elemento della street art contemporanea – e la Coca Cola – simbolo di cultura pop.
Ed io ci aggiungo anche atmosfere bohemien dato che il nome può essere interpretato come l’unione di due sostanze stupefacenti, la coca e la colla (mai sentito parlare dei glue sniffers?)
Dato il successo che il progetto ha avuto – 7.000 Facebook Like, 1000 Twitter Follower, 1.5M di visitatori unici il primo anno – non poteva non intercettare i legali della famosa compagnia di Atlanta – la Coca Cola appunto – la quale ha deciso bene di recapitare al blog due lettere di diffida con cui chiedono di ritirare la registrazione del marchio e cedere alla multinazionale delle bollicine il nome del progetto.
Le motivazioni dettagliate (??) qui in calce:
che la registrazione e l’utilizzo da parte sua del nome a dominio
www.cocacolla.it determina l’insorgere di un grave rischio di confusione per i consumatori che possono essere indotti a ritenere che il segno COCACOLLA ed il nome a dominio www.cocacolla.it siano volti a contraddistinguere prodotti/servizi distribuiti, organizzati o sponsorizzati dalla nostra cliente o che comunque l’uso del segno COCACOLLA da parte sua sia stato autorizzato dalla nostra assistita in base ad accordi o altri legami contrattuali o societari, il che non corrisponde al vero. L’uso del segno COCACOLLA e del nome a dominio www.cocacolla.it da parte sua costituisce inoltre contraffazione dei celebri marchi costituiti dalla dicitura Coca-Cola della nostra assistita
La decisione della crew dietro il progetto CocaColla – previa consultazione con un legale – è stata quella di chiudere il blog e tutti gli spazi social legati al progetto entro il prossimo 5 marzo 2012.
Perchè se è vero che Davide a suo tempo fu in grado di battere Golia, la storia tace sul match Davide vs Godzilla e la Coca Cola – dal punto di vista legale e della comunicazione – è Godzilla.
La vicenda è sciocca per due motivi.
Il primo perché nessun consumatore serio di soft drinks può essere tratto in inganno dal sito Cocacolla.
E’ evidente che il blog non parla di bibite e di globalized-way-of-life, ma di street art e tutte le culture ad essa connesse. Persino il logo del blog richiama i graffitari.
Nemmeno il mistyping – gli involontari errori di battitura – possono essere addotti come giustificazione
Secondo perché bastava che la Cola Cola agisse in maniera meno pesante ed avviasse una negoziazione con il blog (che ne so: chiedere un disclaimer, una splash page, un pop-up, un qualcosa) invece che agire nel modo con cui ha agito.
Anche perché – a mio avviso – la vicenda innescherà un increscioso effetto Streisand, ovvero quell’effetto – ben noto agli esperti di reputation management – secondo cui se sbagli il modo con cui tenti di silenziare una vicenda che ti riguarda, corri il rischio di ampliarla a dismisura (secondo il classico effetto boomerang).
Quindi se volete, sosteniamo la causa del blog Coca Colla, sperando che i cattivi avvocati della multinazionale dell’anidride carbonica zuccherata cambino atteggiamento ( e strategia).
Se volete sostenere la causa, su Twitter è #supportcocacolla, se avete blog/siti qui il link al media kit, condividete le in formazioni su Facebook e tutto il resto.
Io nel mio piccolo comincerò una piccola campagna di boicottaggio di Coca Cola, Fanta e Sprite. Ma per me è piuttosto facile, dato che preferisco il Chinotto (Neri) e la birra.
🙂
Mi era ancora sfuggito questo post.
Molto apprezzato e condivisibile. Avrebbero potuto proporci un milione di alternative per non tirarsi un merdone addosso. Mi sono sempre chiesto quale possa essere la strada che prevedevano di attraversare, mediatica mente intendo. Chissà.
Ex CocaColla.it
Forse si sono lasciati prendere dal delirio di onnipotenza legale.
Comunque si sono meritati un #fail grande quanto una casa.
Tenete duro e in bocca al lupo per collater.al
Grazie per l’imbocca al lupo Davide. Che ogni tanto crepi davvero sto lupo 🙂
Se fossi interessato, in questi giorni a Roma esporremo gli artwork che diversi artisti hanno dedicato al caso #supportCocaColla. Dal 21 al 24 al CRACK! Fumetti. Forte prenestino. In seguito anche a Catania e Milano.
Se vuoi leggere qualcosa in più: http://www.collater.al/editorial/crack-fumetti-dirompenti-crackpocalypse-2012/
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