Velcro Companies Hosts Musical Social Takeover

BOSTON, Sept. 27, 2017 /PRNewswire/ -- Following the successful launch this week of its "Don't Say Velcro" digital campaign, Velcro Companies today will host a musical takeover of its social media accounts to support its program to educate the public on the proper use of the company's trademark.  Partnering with creative agency Walk West, talent from the now-viral video will sing short responses and Tweet at those using Velcro Companies' trademark - properly and improperly - on Twitter. In addition to creating on-the-spot video content the Twitter account @dontsayvelcro run by Velcro Companies Legal has also implemented automation and GIFs to humorously correct misuse of the trademark.

In the 70+ years since Velcro Companies invented the hook-and-loop fastener, the VELCRO® trademark has become a fixture in our daily lives. However, people widely and inaccurately use the VELCRO® mark as a proper noun, adjective, or verb. Companies must protect their trademarks and be on-guard to ensure they are used properly, otherwise they face the possibility of losing rights to their trademarks.

"We're thrilled with the response to the 'Don't Say Velcro' campaign," said Fraser Cameron, CEO, Velcro Companies. "We wanted to create a fun message to reach customers organically, rather than taking a costly and conventional approach to trademark protection. The social media takeover is an immediate and unique way to call attention to correct and incorrect uses of the VELCRO® trademark."

The musical takeover will build on the viral success of the company's "Don't Say Velcro" campaign, a radical departure from traditional trademark protection strtegy. To enforce the proper use of their trademarks, major companies traditionally have used cease-and-desist letters from law firms or print advertising campaigns. The heart of the campaign is the "We ® the World" music video, which assembles a choir of actual attorneys to plead: "just don't say Velcro." Since launching on Monday, September 25^th, the video has been viewed millions of times on different video platforms all over the world. In 1941, Swiss inventor George de Mestral invented and patented hook and loop, after observing the burdock plant burr stick to his clothing and dog. Shortly after, the VELCRO® Brand was born to commercialize this important invention.  The word "Velcro" is actually an invented word - an amalgam of the French words, "velour" and "crochet." See the full story of hook and loop here.

To learn more about Velcro Companies and the VELCRO® Brand, please visit: www.velcro.com.

About Velcro Companies

As a "coined" or "fanciful" trademark in legal parlance, the VELCRO® mark is entitled to the strongest trademark protection under the laws of most countries.  Today, the VELCRO® trademark is registered in almost every country in the world, and is the subject of more than 300 trademark registrations worldwide.

Velcro Companies is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant and surprising ways for businesses and consumers around the world. We have a heritage of innovation spanning more than 50 years and own over 400 active patents and numerous trademarks, including the VELCRO® trademark, which is registered throughout the world. We develop and deliver solutions for customers through an integrated production and service system that includes manufacturing locations in the United States, Belgium, Canada, Mexico, Uruguay, Spain and China and sales offices around the world. To buy genuine VELCRO® brand products and to find out more about our company, visit www.velcro.com.

Note to editors

At Velcro Companies, we are proud that VELCRO® brand products have become a part of everyday life, but that ubiquity sometimes produces confusion. The VELCRO® trademark should be used only when referring to genuine VELCRO® brand fasteners.  Non-VELCRO® brand products should be identified by their functional terms, such as "hook and loop," "self-adhesive straps," and so forth. 

The VELCRO® mark should never be used as a noun or a verb. The term "Velcro Companies" should be used when referring to our company and its executives. The proper use of the VELCRO® trademark assists us in safeguarding the integrity of the VELCRO® brand, and helps to protect consumers from products incorrectly sold as VELCRO® brand products.  For further information on the proper use of the VELCRO® trademark, please see the guidelines on our website.

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SOURCE Velcro Companies

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