{"id":105279,"date":"2024-09-19T09:55:01","date_gmt":"2024-09-19T07:55:01","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105279"},"modified":"2024-09-19T12:27:55","modified_gmt":"2024-09-19T10:27:55","slug":"lidl-huismerk-freeway-zoekt-het-randje-op-met-nieuwe-verpakking","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/lidl-huismerk-freeway-zoekt-het-randje-op-met-nieuwe-verpakking\/","title":{"rendered":"Lidl-huismerk Freeway \u201czoekt het randje op\u201d met nieuwe verpakking"},"content":{"rendered":"\n<p>Vorige week lanceerde <strong>Lidl<\/strong> een nieuwe verpakking voor zijn frisdranken onder het huismerk Freeway. Volgens experts &#8220;verwijst&#8221; het ontwerp wel h\u00e9\u00e9l sterk naar dat van Coca-Cola, maar \u201cdat is net de bedoeling\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cLeuke rebranding\u201d<\/h2>\n\n\n\n<p>Met de slogan \u201cNieuwe verpakking, zelfde kwaliteit&#8221; verschenen de nieuwe Freeway-verpakkingen vorige week in de Nederlandse folder van Lidl en ook in de Belgische winkels zijn de nieuwe flessen intussen gespot. Nadat klanten op sociale media lieten weten dat ze de gelijkenis met Coca-Cola en Fanta wel erg opvallend vonden, gingen nieuwsmedia er dieper op in.<\/p>\n\n\n\n<p>Dat huismerken in hun verpakkingsontwerp elementen van bekende A-merken meenemen, is uiteraard niet nieuw. Maar gaat Lidl hier niet te ver? \u201cHet is een leuke rebranding en voor de klant zijn de kleuren herkenbaar, dat klopt wel\u201d, reageert woordvoerster Isabelle Colbrandt tegenover Het Nieuwsblad. \u201cMaar niet in die mate dat ik denk dat het voor problemen zal zorgen. <a href=\"https:\/\/www.nieuwsblad.be\/cnt\/dmf20240917_96764264\" target=\"_blank\" rel=\"noopener\">Het is net omwille van de herkenbaarheid dat we in de lijn van een bepaald assortiment werken<\/a>.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cZe zoeken de grenzen op\u201d<\/h2>\n\n\n\n<p>\u201cDit is bewust gedaan\u201d, denkt retail- en merkendeskundige Paul Moers: \u201cDit soort supermarkten proberen al decennialang de A-merken te kopi\u00ebren. In smaak lukt dat steeds beter. Het is daarom logisch dat ze nu ook in huisstijl van de verpakking zo dicht mogelijk bij het \u00e9chte merk willen komen. <a href=\"https:\/\/www.rtl.nl\/nieuws\/artikel\/5470467\/freeway-lidl-verpakking-cola-zero-light-fanta-orangina\" target=\"_blank\" rel=\"noopener\">Ze zoeken daarmee echt de grenzen op<\/a> tot er iemand opstaat en de supermarkt voor de rechter sleept\u201d, zegt hij aan RTL.<\/p>\n\n\n\n<p>Maar of Coca-Cola een zaak tegen Lidl zou winnen? Ze hebben wel een kans, denkt expert merkenrecht Katia De Clercq. Ze vindt de verpakking \u201chard op de lijn. Puur juridisch valt daar dus wel iets over te zeggen binnen zowel het intellectueel eigendomsrecht als de wetgeving rond eerlijke marktpraktijken.\u201d Zo\u2019n rechtszaak zou de discounter wel nog meer aandacht opleveren, dus of het zo ver komt is maar de vraag. \u201cWe bekijken hoe we ermee omgaan\u201d, klinkt het bij Coca-Cola.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vorige week lanceerde Lidl een nieuwe verpakking voor zijn frisdranken onder het huismerk Freeway. Volgens experts &#8220;verwijst&#8221; het ontwerp wel h\u00e9\u00e9l sterk naar dat van Coca-Cola, maar &#8220;dat is net de bedoeling\u201d.<\/p>\n","protected":false},"author":3,"featured_media":105280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[222,204],"topic":[488],"region":[],"class_list":["post-105279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-coca-cola","company-lidl","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lidl-huismerk Freeway \u201czoekt het randje op\u201d met nieuwe verpakking - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Vorige week lanceerde Lidl een nieuwe verpakking voor z\u2019n frisdranken. 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