CVS’s Misleading Branding

I went to CVS yesterday to buy new toothpaste and some hair gel because I was running out. I’ve used Got2b (their site takes forever to load) for a while now because the “glued” line tends to hold up fairly well through out the day. I looked around for the hair products, saw the yellow bottles (which has changed shades of yellow over the past few months several different times…that’s a whole different marketing disaster in itself) and simply grabbed one. Unbeknownst to me I hadn’t grabbed Got2b at all, but rather the CVS brand “spiking glue”. It even says down at the bottom “Compare to Got2b Spiking Glue“. I of course responded to my discovery this morning with a “WTF is this?!” I’m not quick to diss the new gel without trying it, so I tried it but unfortunately it lacks the “stickiness” and thicker consistency that I’ve come to appreciate with the Got2be Spiking Glue. Now it’s a big deal, I bought the wrong crap and it sucks. I know it’s my fault because I didn’t look close enough – but is that what it’s come to?? Having to make sure this is the right stuff and not some cheap knock-off? Isn’t that why brands create brand-images? To help you say “Oh there’s my toothpaste!” because you recognize the box it comes in?

What’s the point of all of this? They look exactly the same minus a few differences!! This of course never bothered me with other products until I accidentally selected the wrong one (all the offbrand medicines etc.). I even use Wal-itin instead of Claritin because I can get 60 Wal-itin for the price of 5 Claritin and they work just as well. But the differences are so small that I couldn’t tell the difference until I got home.

Is Got2b getting some compensation from CVS for their marketing scheme? I know on Gas station perfumes is says “compare to such-and-such-perfume”. What’s the rule on copying someone elses work, marketing, and advertising and re-branding it? Is it ok as long as you give credit?

1 Comment(s)

  1. I think what’s going on there is that CVS is pushing the boundaries on trademark infringement just as far as they can. They do all sorts of sketchy things, like interstocking the “fakes” between two columns of whatever brand they are mimicking.

    Tim McCormack | Mar 13, 2012 | Reply

Post a Comment