Years ago at Landor, I spent my days helping companies like P&G, Kraft, and Mars design their packaging. The job was always the same. Find what makes the brand different and build that difference into the package, so the brand wins what P&G famously called the First Moment of Truth.
Aldi Changed the Name, the Color, the Font, and the Photo. The Package Still Says Oreo.
Aldi’s shoppers know exactly what they are buying. Mondelez v. Aldi will test whether trademark law can see, and price, what a package borrows.
By
Allen Adamson
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