Beiersdorf and Unilever clash over use of blue

Brands head towards court over use of colour

Nivea maker Beiersdorf and Unilever look set to meet in court over which has the right to use a well-known tint of blue. The companies have been arguing over the use of a particular dark blue used on Dove and Nivea brands.

Beiersdorf has argued that its Nivea blue is a brand differentiator while Unilever also claims the tint is synonymous with some of its Dove brand products. Germany’s Federal Court of Justice has backed a new hearing saying some colours can be viewed as brand-specific if a high enough proportion - set at 50% - of consumers link it directly to the brand.

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