\u0130svi\u00e7re’nin ikonik \u00e7ikolata markas\u0131 Toblerone, \u0130ngiliz market zinciri Poundland’\u0131n benzer \u00fcr\u00fcn\u00fc Twin Peaks y\u00fcz\u00fcnden kendisini hukuk m\u00fccadelesinin i\u00e7inde buldu. Poundland’\u0131n \u00fc\u00e7gen tepeleri ve ince bo\u015fluklar\u0131 olan \u00e7ikolata bar\u0131, Toblerone ile \u00e7arp\u0131c\u0131 bir benzerlik ta\u015f\u0131yordu.<\/p>\n\n
Toblerone’nin sahibi Mondelez International, Poundland’\u0131n Twin Peaks \u00fcr\u00fcn\u00fcn\u00fcn kendi markalar\u0131n\u0131 ihlal etti\u011fini savundu, \u00e7\u00fcnk\u00fc Toblerone’nin \u015fekli yasal olarak korunan belirgin bir \u00f6zellikti. Ancak Poundland, Toblerone’nin barlardaki \u00e7ikolata miktar\u0131n\u0131 azaltan ve tepeler aras\u0131ndaki bo\u015fluklar\u0131 geni\u015fleten son yeniden tasar\u0131m\u0131ndan dolay\u0131 marka korumas\u0131n\u0131 kaybetti\u011fini \u00f6ne s\u00fcrd\u00fc.<\/p>\n\n
\u00dc\u00e7 ayl\u0131k hukuki \u00e7eki\u015fmenin ard\u0131ndan \u015firketler bir uzla\u015fmaya vard\u0131. Poundland’\u0131n \u00fcretimde olan 500.000 Twin Peaks bar\u0131n\u0131 satmas\u0131na izin verildi, ancak ambalaj\u0131n\u0131 Toblerone’den ay\u0131racak \u015fekilde de\u011fi\u015ftirmesi gerekiyordu. S \u00f6rt\u00fcn\u00fcn arka plan rengi alt\u0131n sar\u0131s\u0131ndan maviye, yaz\u0131 rengi ise k\u0131rm\u0131z\u0131dan alt\u0131n sar\u0131s\u0131na \u00e7evrildi. Ayr\u0131ca Poundland, Twin Peaks tasar\u0131m\u0131na ilham veren Ercall ve Wrekin tepelerini daha iyi temsil etmek i\u00e7in \u00e7ikolata tepelerinin \u015feklini de\u011fi\u015ftirmeyi kabul etti.<\/p>\n\n
Poundland, Toblerone’nin barlar\u0131ndaki \u00e7ikolata miktar\u0131n\u0131 %10 azaltan yeniden tasar\u0131m\u0131na yan\u0131t olarak Twin Peaks’i yaratt\u0131. Poundland, m\u00fc\u015fterilerinin bu azalma nedeniyle 250 ton \u00e7ikolata kaybetti\u011fini iddia etti. Twin Peaks, zay\u0131flat\u0131lm\u0131\u015f Toblerone’den “30 gr daha fazla \u00e7ikolata” sundu\u011fu \u015feklinde pazarland\u0131.<\/p>\n\n
Uzla\u015fman\u0131n gerektirdi\u011fi ambalaj de\u011fi\u015fiklikleri, Twin Peaks’in g\u00f6rsel olarak Toblerone’den farkl\u0131 olmas\u0131n\u0131 sa\u011flamak i\u00e7in tasarland\u0131. Mavi arka plan ve alt\u0131n rengi yaz\u0131 farkl\u0131 bir renk d\u00fczeni olu\u015ftururken, \u00e7ikolata tepelerinin de\u011fi\u015ftirilen \u015fekli iki \u00fcr\u00fcn\u00fc daha da farkl\u0131la\u015ft\u0131rd\u0131.<\/p>\n\n
Toblerone-Twin Peaks davas\u0131, markalar\u0131n \u00fcr\u00fcnlerin ay\u0131rt edici \u00f6zelliklerini korumas\u0131ndaki \u00f6nemi vurgulad\u0131. Ayr\u0131ca, bir \u00fcr\u00fcn\u00fcn tasar\u0131m\u0131 \u00f6nemli de\u011fi\u015fikliklere u\u011frarsa, marka korumas\u0131n\u0131n potansiyel olarak kaybedilmesiyle ilgili sorular\u0131 da g\u00fcndeme getirdi.<\/p>\n\n
Hukuk m\u00fccadelesi ve ard\u0131ndan gelen uzla\u015fma, \u00e7ikolata pazar\u0131 \u00fczerinde \u00f6nemli bir etkiye sahip oldu. Poundland’\u0131n Twin Peaks’i satabilmesi, t\u00fcketicilere Toblerone’ye daha uygun fiyatl\u0131 bir alternatif sundu. Ancak ambalaj de\u011fi\u015fiklikleri, t\u00fcketicilerin iki \u00fcr\u00fcn aras\u0131nda kolayca ayr\u0131m yapabilmesini sa\u011flad\u0131.<\/p>\n\n
Twin Peaks barlar\u0131 Aral\u0131k 2018’de \u0130ngiltere’deki Poundland ma\u011fazalar\u0131nda sat\u0131\u015fa sunuldu. De\u011fi\u015ftirilen tasar\u0131m ve ambalaj\u0131n \u00fcr\u00fcn\u00fcn pop\u00fclaritesini etkileyip etkilemeyece\u011fi hen\u00fcz bilinmiyor. Ancak hukuk m\u00fccadelesi ve uzla\u015fma \u015f\u00fcphesiz Twin Peaks’in profilini y\u00fckseltti ve onu \u00e7ikolata pazar\u0131nda me\u015fru bir rakip olarak konumland\u0131rd\u0131.<\/p>","protected":false},"excerpt":{"rendered":"
Toblerone’nin Poundland’\u0131n Twin Peaks \u00c7ikolatas\u0131yla Hukuk M\u00fccadelesi Arka Plan: \u0130svi\u00e7re’nin ikonik \u00e7ikolata markas\u0131 Toblerone, \u0130ngiliz market zinciri Poundland’\u0131n benzer \u00fcr\u00fcn\u00fc Twin Peaks y\u00fcz\u00fcnden kendisini hukuk m\u00fccadelesinin i\u00e7inde buldu. Poundland’\u0131n \u00fc\u00e7gen…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[2853,2850,2852,1956,2851,2848,2849],"class_list":["post-1252","post","type-post","status-publish","format-standard","hentry","category-food-and-drink","tag-packaging","tag-chocolate","tag-lawsuit","tag-design","tag-trademark","tag-toblerone","tag-twin-peaks"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/posts\/1252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/comments?post=1252"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/posts\/1252\/revisions"}],"predecessor-version":[{"id":1253,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/posts\/1252\/revisions\/1253"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/media?parent=1252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/categories?post=1252"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/tr\/wp-json\/wp\/v2\/tags?post=1252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}