{"id":9778,"date":"2015-07-09T12:36:25","date_gmt":"2015-07-09T12:36:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/schoonheid-verzorging\/unilever-loopt-blauwtje-rechtszaak-tegen-beiersdorf\/"},"modified":"2015-07-09T12:36:25","modified_gmt":"2015-07-09T12:36:25","slug":"unilever-loopt-blauwtje-rechtszaak-tegen-beiersdorf","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/unilever-loopt-blauwtje-rechtszaak-tegen-beiersdorf\/","title":{"rendered":"Unilever loopt blauwtje in rechtszaak tegen Beiersdorf"},"content":{"rendered":"<h2>De inzet: Pantone 280 C<\/h2>\n<p>Beiersdorf en Unilever ruzi\u00ebn al sinds 2013 over het gebruik van blauw, en dan meer bepaald de variant &#8216;Pantone 280 C&#8217;. Die associ\u00ebren we al sinds 1925 met Nivea, maar Unilever-concurrent Dove wil die kleur ook gebruiken. Mag niet, zegt Beiersdorf, want de kleur is beschermd door een octrooi. En dus belandde de kleurrijke zaak voor de federale patentenrechtbank.<\/p>\n<p>\u00a0<\/p>\n<p>In eerste instantie besliste die dat Beiersdorf de kleur moest vrijgeven tenzij het concern kon aantonen dat driekwart van alle consumenten het blauw in kwestie ondubbelzinnig zou toewijzen aan Nivea. Een zo goed als verloren zaak, waardoor de bewuste blauwe kleur de facto vrij kwam voor gebruik.<\/p>\n<p>\u00a0<\/p>\n<p>Daarop trok Beiersdorf naar het Federale Hof van Justitie, en Duitslands hoogste rechtbank heeft de <a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2015-07-09\/beiersdorf-wins-retrial-in-unilever-attack-on-nivea-blue\" target=\"_blank\" rel=\"noopener\">eerste uitspraak nu &#8216;hervormd&#8217;<\/a>\u00a0en het vereiste percentage verlaagd tot 50%: als \u00e9\u00e9n consument op de twee de bewuste blauwe kleur meteen associeert met Nivea mag Unilever een kruis maken over het gebruik van Pantone 280 C.<\/p>\n<p>\u00a0<\/p>\n<p>De hardnekkigheid waarmee Beiersdorf &#8216;haar&#8217; blauw verdedigt, hoeft volgens persbureau Bloomberg niet te verbazen: Nivea was vorig jaar goed voor een omzet van 5,2 miljard euro en tekent in zijn eentje voor 83% van de groepsomzet.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De inzet: Pantone 280 C Beiersdorf en Unilever ruzi\u00ebn al sinds 2013 over het gebruik van blauw, en dan meer bepaald de variant &#8216;Pantone 280 C&#8217;. Die associ\u00ebren we al sinds 1925 met Nivea, maar Unilever-concurrent Dove wil die kleur ook gebruiken. Mag niet, zegt Beiersdorf, want de kleur is beschermd door een octrooi. En [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[19],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-9778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever loopt blauwtje in rechtszaak tegen Beiersdorf - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/unilever-loopt-blauwtje-rechtszaak-tegen-beiersdorf\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Unilever loopt blauwtje in rechtszaak tegen Beiersdorf - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"De inzet: Pantone 280 C Beiersdorf en Unilever ruzi\u00ebn al sinds 2013 over het gebruik van blauw, en dan meer bepaald de variant &#8216;Pantone 280 C&#8217;. 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