Swedish brand Oatly has been denied a trademark for their logline ‘It’s like milk but made for humans’ for the bizarre reason that ‘people know cow’s milk is for calves’. If consumers know this – why then was the EU so hellbent on changing terminology around veggie burgers and sausages, claiming it ‘confused’ the public? We’re as baffled as you are!
VIRAL AD: “It’s Like Milk But Made For Humans”, 0:22
EUIPO’s Decision (pdf)