ASA rules against Woolworths

At the end of last year the story on everyone’s lips was Frankie’s
accusing Woolies of stealing their idea for a retro old-style range of
sodas.

Most considered it blatant copying of a very cool idea and other
people were of the mind that retro is hardly a new concept.

ASA (Advertising Standards Authority of South Africa) have ruled against Woolworths SA today.

“Good Old Fashioned” is a commonplace phrase...

According to Woolworths SA on twitter they have been asked to remove the
slogan “Good Old Fashioned” from the label, claiming that they originally thought
that “Good Old Fashioned” was a commonplace phrase. They have subsequently stated on twitter that they will remove the phrase from their soda labels.

Moneyweb have reported that Mike Schmidt, owner of Frankie’s, told them he welcomed the ruling.

He said the ruling stated that the ASA could come to no other conclusion
than that Woolworths intentionally copied Frankie’s slogan and have
been instructed to withdraw the products from its shelves immediately.

“They are also not allowed to produce the range in its current guise ever again,” Schmidt said to Moneyweb.

So, the question is, will Woolies merely tweak their labeling? Or pull the product completely?

What are your thoughts on the ruling? Please comment below.