China-focused Satire, Social Commentary, Comics and More

Stuff People in America Might Sue Over! Round 5

First of all, this is not a closeup of a cigarette pack, or even a carton. It is a shoe box. And judging by the state of the cardboard, it has been of the shelf for a while. This product shows China’s complete disregard for both the legality of trademark and the fundamentals of marketing – here they have appropriated a well-known brand image and used it to advertise an entirely unrelated product.

We will assume that there is some sort of intentional connection between the name “Moodlord” and the cool, refreshing qualities of the green-labeled Menthol flavor to which the shoe brand owes its design. Otherwise, we might have to conclude that it was the result of creative dyslexia.

Perhaps anticipating our assiduous scrutiny, the makers of this shoe box attempted to legitimize their use of the Marlboro logo by employing the simple tactic of lying (a well-known protector against losing face). Inscribed across the bottom is the following disclaimer: “U.S.A. Marlboro International Invest Co., Ltd. (Supervise Manufacture).” But, even ignoring the grammatical errors, common sense can discredit that claim. Why would Philip Morris, or any subsidiary, fictitious or not, invest in an obscure brand of footwear to be marketed in small-town Chinese supermarkets?

Clearly, the Chinese, however eager to emulate Western consumerism, still need to perfect the art of trademark theft. First on the agenda: always copy the logo of a product similar to the one you wish to sell.

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