The Cocoa Show gave a revamped Miau line, with chocolates… Cat tongue. There was no ellipsis in the announcement of the novelty, however. The name of the format is released for use since the court understood that this is not an exclusivity of Kopenhagen. The competitor uses this argument in a lawsuit that runs since 2018 and has had two unfavorable decisions so far. The 12th Federal Court of Rio de Janeiro and Federal Regional Court of the 2nd Region understood that the term is not exclusive.
“The company stresses that it has several records of the brand ‘cat language’ with the National Institute of Industrial Property (INPI), which gives Kopenhagen the exclusive right to use this expression in different categories,” says a note sent by Kopenhagen, when sought by Infomoney. The company has again said that it will take place from court decisions.
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In the repositioning of the Miau brand, however, the Cocoa Show seems to have been cautious and did not use the name “cat tongue” on the packaging – opted for “assorted chocolates”. Cocoa Show says it has adopted a more sophisticated and less “fun” identity for the chocolate line, which plays a more relevant role in the company’s strategy.
“The Miau line gets a new look with more intense contrasts, dark tones and a revamped silhouette of the iconic cat – which now becomes the main visual symbol of the line,” says the text of disclosure of Cocoa Show.
According to the company, the action is part of the company’s 2025 strategic planning, which will focus on strengthening proprietary brands.
