In case you missed it, McDonald’s lost it’s Big Mac trademark protection in the EU. The ruling was based on the EUIPO’s ruling that McDonald’s had not demonstrate genuine use of the trademark within the EU. That itself can be a great discussion when you cover brands and brand protection in class. However, Burger King in Sweden decided to take advantage of the situation by releasing a menu of “not Big Macs”. Burger King has a history of edgy marketing campaigns and it looks like the most recent is poking fun at their competitor’s recent misfortune.
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