Last year Velcro released a music video (here) urging people to use the correct name for 'hook and loop' fastening systems. It has now followed that up with another video, sung by its lawyers. If you aren't easily offended by threats to lawyers or barely beeped swearing, you can find it here.
The video is very much in good fun, and is sung in a country style thanking commenters for the abuse and hatred left for the company and its lawyers after the last video. It also contains some of the useful suggestions for alternate names for hook and loop fastenings: a personal favourite being "grippy grass".
The purpose of the videos is to educate the public, and encourage people not to refer to all hook and loop fastening devices as Velcro, but only those actually made by Velcro. This is important, as if Velcro becomes synonymous with all hook and loop fastening systems (some may argue it already has), then the trademark risks becoming generic.
This has happened to other well-known (too well-known?) trademarks, including Hoover, Sellotape, and Thermos. Each of those trademarks became so ubiquitous with its relevant product that the mark became descriptive of the goods, and therefore generic. Once that happens the trademark can no longer be enforced against other manufacturers of the product.
If you have any questions on the above, please do not hesitate to contact the team at McDaniel & Co. on 0191 281 4000 or firstname.lastname@example.org.
Posted by: in: EU/International, Trade Marks