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update:Sep 26, 2006
Eggs or phones: logo confusion in Russia
Inskaya poultry farm
recently began labelling its eggs with a logo almost identical to one launched
by Russia's largest mobile phone operator in May, prompting rumours of a
publicity stunt.
Since
Mobile
TeleSystems (MTS) launched the logo, a white egg in a red square, it has
become very well known, particularly because the word 'egg' in Russian slang
also refers to a part of the male anatomy.
The egg company's logo also features the lettering 'MTS', which reportedly
stands for 'marka traditsionnoy svezhesti', or 'mark of traditional
freshness'.
Inskaya's MTS eggs, sold in supermarkets across Siberia, became famous
overnight last week when national television channels featured them in news
reports.
Both companies have played down rumours that the almost identical logos
form part of a publicity stunt. The phone company's re-branding by
Omnicom Group's
Wolff Olins consultancy
for
Sistema cost a
reported $4 million, while Inskaya says that the brand was developed in
consultation with Hartmann, a Dutch packaging firm. MTS lawyers are looking into
the situation.
Editor WorldPoultry
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