Apr 12, 2017
Apple takes Swatch to court over 'Tick Different' ads
Apple says the phrase unfairly references its Think Different campaign, which ran in the 1990s. According to Swiss news site Watson, Swatch chief executive Nick Hayek said the similarity was purely coincidental. Apple used Think Different in its adverts from 1997 to 2002, in what was thought to be a response to IBM's Think ad campaign. In the complaint to the Swiss Federal Administrative Court, Apple's lawyers Lenz & Staehelin said the tagline was long considered "The core of the Apple brand". Legal experts say that, to win the case, Apple must show that Swatch's use of the phrase Tick Different provokes an association with Apple products in the minds of at least 50% of consumers.
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