Apple has always been known, at least in the past, for creating some cinnovative advertising campaigns that really had the desired effect, that it was none other than to draw attention and stand out from its possible competitors. Many are the companies that have tried to imitate their ads, but they have also tried using a slogan similar to those used by Apple throughout its history. The last to do so has been the Swiss watch brand Swatch. Apple has filed a claim with the Swiss court for the use of the slogan used by the firm "Tick Different", a slogan that refers without a doubt to the campaign of the Cupertino-based company in the 90's Think Different.
The complaint was filed last week in the Swiss arbitration court by Apple Lenz / Staehelin's legal representatives in the country, in addition to filing another complaint form at the Swiss Institute of Intellectual Property. Swatch has used the slogan Tick Different in its new Bellamy watch that integrates an NFC chip to be able to make payments with the device. As we can read on the Watson website, for Apple to win this claim against the Swiss firm, the chain of words must be associated by consumers with Apple products by at least 50%.
Swatch Chief Executive Officer Nick Hayek says is not trying to gain prominence thanks to the American firm. In addition, it states that the Tick Different slogan has its origins in the commercial campaigns launched by the company in the 80s, when the slogan "Always different, always new" was used, whose similarity to Apple can only be the result of coincidence.
Apple created the slogan Think Differente in 1997, through the advertising agency TBWA / Chiat / Day and launched to compete against the size of IBM marketing «Think». Think Different was used in television commercials, newspaper advertisements, and posters until the launch of the iMac G4 in 2002.