Passugger continues to defy Coca-Cola
In an appeal proceeding, the Fair Trading Commission upheld a ruling against Passugger, thereby once again ruling in favor of Coca-Cola. The beverage giant takes issue with Passugger’s claim. The Graubünden-based company, however, intends to keep it nonetheless.
The Commission on Fair Trading has upheld a decision against Passugger in appeal proceedings. Last year, Coca-Cola submitted a complaint to the Commission against the Swiss drinks manufacturer, which was upheld. The reason for the dispute: Passugger advertises with the claim "Passugger No. 1". This does not suit Coca-Cola because the slogan gives the impression that Passugger is the Swiss market leader. Nevertheless, the traditional Graubünden brand continues to advertise with the slogan and, according to Cash Daily, has no plans to move away from it even after the appeal decision. As Passugger boss Urs Schmid told the business newspaper, the claim refers to the quality of the water, not the quantity sold. He believes it is exaggerated for an international group to take on a much smaller competitor in this way. Legally, Passugger can certainly continue: The decision of the Fair Trading Commission is not legally binding. According to Schmid, the advertising campaign will be discussed at a meeting of the Board of Directors in April. However, according to Cash Daily, Coca-Cola does not want to wait that long: they have given Passugger a short period of time to react.
