The company that makes Velco is trying to get you to say hook and loop when you talk about products similar to velcro that are not actually velcro. They even created a song for that purpose. Good luck, guys.
Velcro Cos. this week released a music video with a message it hopes will stick as well as its products: “Don’t Say Velcro.”
The video features actors portraying trademark attorneys, joined by a few actual lawyers in the background, pleading with the public to respect the company’s brand and refer to similar “scratchy, hairy” products as “hook and loop” fasteners.
“We’re asking you not to say a name we took 60 plus years to build,” the group sings. “But if you keep calling these Velcro shoes, our trademark will get killed.”
Velcro CEO Fraser Cameron said the video had been viewed more than 4 million times worldwide by Tuesday afternoon.
“We want people to know there’s a real company behind the brand folks know and love and that there’s a difference between Velcro brand products and others in the marketplace,” he said. “There’s only one Velcro brand. Everything else is just hook and loop.”…..
…..”We’re in planes, trains, automobiles, commercial and residential construction, hospitals. … It’s really everywhere,” Cameron said. “It’s really hard to go through a day without encountering our brand.”
Velcro’s patent expired in 1978, however, allowing competitors such as 3M to move into the market.
Penn Holderness, who wrote and directed the video for Walk West in Raleigh, North Carolina, said the goal was to make a ridiculous 1980s-style video in the vein of “We are the World” for what company officials acknowledge is a First World problem.