BeCle Colon Cleanse

Background:

The last two weeks in class we were given a mini project to work on. We were paired into groups and were assigned a product that we had to create an advertisement for, while taking into consideration different legal elements. I was paired with Danielle Milich and have linked her website to this blog post- make sure to go check it out!

Danielle and I were given a Beyonce-branded colon cleanse- not exactly something that either of us are overly aware or interested in.

Spectrum of Protection

The first, and hardest part for us, was creating the company name because most colon cleanses are called "Colon Cleanse". We also struggled in finding a name that wasn't used by a different company because we didn't want to infringe on trademark laws. There are different levels of protection and the spectrum of protection is listed below and explains what each level means:

1. Fanciful- unique and not a real word

2. Arbitrary- the name doesn’t have anything to do with the product or service

3. Suggestive

4. Descriptive- describes what the product is

5. Generic- not trademarkable

Below is the company logo and packaging label that we created:

Logo:

We decided on BeCle, a shorthanded way of saying "Be Cleansed". I created a logo for us and created a slogan for us to use "Be Your Purest Self". That came from our original name "PureU" that was taken by 5 different brands.

Something that works well for our name is that it is protected under trademark law because it is considered "fanciful".

Packaging Label 1:

For our label, it was important that we didn't make any health claims and clearly listed any disclaimers, since colon cleanses haven't been proven to be good OR bad for you. We listed the reasons that it is important to keep your colon clean and healthy and made sure to say what colon cleanses CAN do as well as the negative effects that can be caused by doing a cleanse.

Packaging Label 2:

We also made a second version of our label with most of the same information but this one was branded as a special edition Beyonce branded label. It also gave a call to action to our customers to go and read about the story of Beyonce finding BeCle and how it has helped her life. We also included another slogan, "Beyonce is Crazy in Love with our Colon Cleanse", which is a reference to her hit song, Crazy in Love.

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Target Market:

We decided that the best target market would be people that would care about who Beyonce is, since the product was a Beyonce branded colon cleanse. So our target market became young women between 25 and 35 years old who want to do the things that they see an idol of theirs doing.

Trademark Contract:

To avoid any possible trademark infringements, we decided it would be best to reach out to the already existing BECLE, S.A.B. DE C.V., an alcoholic beverage company that works with brands such as Jose Cuervo and Three Olives Vodka, and create a contract with them to avoid any lawsuits. In this contract, we would agree to never get involved in the beverage industry, and we would ask that they agree to not make any colon cleanse products. We would make this contract to not only avoid any trademark issues, but also to avoid any confusion between the brands by consumers.

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Disclosures:

After doing some research and learning that we wouldn't be able to make a health claim with any backing, we realized that we would have to make sure to note some disclaimers on products to avoid anyone thinking we were making a health claim. The disclaimers we included were:

Risks of a Colon Cleanse:

1. Sudden bowel movements

2. Explosive diarrhea

3. Painful abdominal cramping

4. Nausea

5. Dehydration