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Woolworth. Photo by Simphiwe Mbokazi
Retailer Woolworths Holdings (WHL) on Wednesday said that despite only having been asked to remove the “Good Old Fashioned” phrase from the labels of its vintage soda range it had taken the decision to withdraw the soft drink range from its shelves.
“Whilst we maintain that we have not copied the Frankie's range, it is clear that public sentiment is against us.”
“Customer opinion is much more important to us than the right or wrong of this issue, and the trust of our customers is far more valuable to us than a product range,” Woolworth's CEO Ian Moir said.
On Wednesday, the Advertising Standards Authority (ASA) ruled that the company must remove the phrase “Good Old Fashioned” from the labels of its retro soft drinks.
This followed a complaint lodged by the owner of KwaZulu-Natal based company Frankies in late December, which said that Woolworths had copied its product line after it approached the retailer about selling the product in their stores.
Woolworths said it was disappointed by the ASA's decision because it believed that no one could own the “Good Old Fashioned” descriptor.
“However, we have always been clear that we would abide by the ASA decision. We apologise to our customers for disappointing them,” Moir said. - I-Net Bridge
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Belinda, wrote
Good on Frankies and the ASA!!! Woolworths' have become very self-centred over the past few years! Their quality has dropped, especially in the clothing department - and their prices have exploded! It's become ridiculous, and people still shop there with the idea of going after good "quality"!?! I beg to differ, and have become very reluctant to shop there!
Belinda, wrote
Good on Frankies and the ASA!!! Woolworths' have become very self-centred over the past few years! Their quality has dropped, especially in the clothing department - and their prices have exploded! It's become ridiculous, and people still shop there with the idea of going after good "quality"!?! I beg to differ, and have become very reluctant to shop there!
Adrian, wrote
Only apologised because they had to. They lost. These guys stink worse than a bunch oskunks. Anyway, gotta dash of to Woolies to do my shopping
Ndo Nyemmbezi, wrote
Having made a hash of things in the initial response to the complaint; fire the PR dept?; the CEO's magnanimity is what one has come to associate with this household brand. Amen for letting the little guy have his way.I'm going back to using Woolies again. For a while there, I thought they'd lost their basic positioning vis-a-vis consumer expectation.
Sputnik, wrote
I see the moderators are keeping these comments only for the anti-Woolies mob. Never mind Frankies blatantly copied overseas ideas. Google "old fashioned soda pop" -- 1.6 million results. Goto "www.frankenmuthbrewery.com(backslash)restaurant(backslash)root-beer" and you will find a much older Frankies in the same business. It is ridiculous for the ASA to effectively uphold a patent complaint against a generic product.
Kay, wrote
Naughty Woolies, you got away with many, some were the products i researched for a small company and we approached you, you said no, BUT now u stock it. Maybe because it was goverment funded we did not go after you. I wish you get EXPOSED more.
Justice, wrote
Its a disgusting situation and one which Woolworths should have avoided, Many of us knew Frankies and I never had a doubt that Woolworths copied the product range. If only there was a way to make Woolworths (bully) to pay. The apology is just a press statement with no substance and the oke sounds rude and full of himself, not even trying to apologies to Frankies.
Kenny, wrote
The only apology should be to yourself for not gauging customer acceptance of your actions. An international chain should undertake research pre launch and not post launch. These are guerilla tactics-acceptable by some industries and business- not expected from Woolworths.
Sputnik, wrote
And when will Frankies apologise for blatantly copying overseas brands. Even their name is plundered. Google "old fashioned soda pop", you get 1.6 million results. Goto "http:www.frankenmuthbrewery.comrestaurantroot-beer" you will see a Frankies that predated our Zulu friends by a long time. Frankies sucks for dishonestly laying claim to a generic product, Woolies sucks for having a useless legal team. The ASA decision is questionable to say the least.
Sean Hammon, wrote
FAIL Woolworths FAIL! Apology NOT ACCEPTED. This is an airy apology which only further exposes your thoroughly ruthless corporate greed and completely absent sense of fairness. Disgusting! Not only over-priced but without conscience too! Woolworths FAIL!
e, wrote
Apology rejected, Woolworths! Your apology is nothing but a feeble, unsincere attempt to win back the customers you lost through trying to steal somebody else's idea!
Hector, wrote
kissmystudio, wrote
That is a blantant lie....the product was clearly copied and now Woolworths have to back down.
Steven, wrote
And do Woolworths also maintain they did not copy the Vitamin Water range? Strange how the bottles are almost identical in shape and the drinks come in the same range of colours. I think someone is being lazy at Woolworths and simply putting out the flavour of the month once it's popularity is apparent. I'm not a huge fan of Vitamin water's taste or price, but the similarities with the Woolworths range seems a little more than coincidental.
Anonymous, wrote
“Customer opinion is much more important to us than the right or wrong of this issue, and the trust of our customers is far more valuable to us than a product range,” Are you serious ? Have you taken a look at Hello Peter and seen the opinions of customers there ? No, you're one of the companies that feels it isn't necessary to respond to complaints. I will NEVER go back to one of your stores - period.
MO, wrote
YAH! right,who else did Wooly Bully screw? lets dig a little more and realy see what they are made of.
Anonymous, wrote
oh please, of course you copied the brand. Lying about it doesn't help your image. "Whilst we maintain that we have not copied the Frankie's range, "
Anonymous, wrote
Art, wrote
“Customer opinion is much more important to us than the right or wrong of this issue". WTF? Are you saying that as long as the customers are happy, you don't care if what you do is right or wrong? Wow. Woolworths, shame on you! Never stepping foot in your stores again!
s, wrote
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