BRAND SPOOFING 101

Finweek English Edition - - COMPANIES & INVESTMENTS -

BEER DRINKERS might re­call the case of SABMiller ver­sus Justin Nurse, the small-busi­ness owner who mocked the brew­ing gi­ant’s Black Label brand by re­leas­ing a se­ries of T-shirts sport­ing the words “Black Labour, White Guilt” in a font and styling that bore an un­canny re­sem­blance to the orig­i­nal. While me­dia had a field day with the story, which pit­ted a young en­tre­pre­neur against a large multi­na­tional, it seems the me­dia has now be­come the sub­ject of brand spoofing it­self.

The Star has f allen vic­tim to a se­ries of bo­gus street pole posters sport­ing the news­pa­per’s mast­head but car­ry­ing sen­sa­tional head­lines such as “ANC is racist, says Zuma” and “Zuma hates the Gup­tas”. The group is al­legedly cam­paign­ing for edi­to­rial change at the news­pa­per. The Star has re­sponded by open­ing a case of ma­li­cious dam­age to prop­erty against the as-yet un­known per­pe­tra­tors.

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