@hamzeh.majiet: 🚨 PROTEX vs SECUREX: THE 7-YEAR SOAP WAR 🚨 This is one of South Africa’s biggest FMCG legal battles - and it all came down to packaging. Back in 2019, Colgate-Palmolive (Protex) took Bliss Brands (Securex) to court, arguing that Securex soap looked too similar on shelf and could confuse consumers. Over the next few years, the case moved through multiple levels - from the Advertising Regulatory Board all the way up to the courts. Across the board, the outcome was consistent: Securex packaging was found to be too close to Protex’s overall look and feel, creating a risk of consumer confusion. Bliss Brands was ordered multiple times to change their packaging, but courts ruled that many of those changes were not enough. Now, the latest update: The Supreme Court of Appeal has dismissed Bliss Brands’ appeal and ordered them to withdraw the infringing Securex packaging within 15 working days. #SouthAfrica #FMCG #Colgate #Protex #Securex

Hamzeh Majiet | Product & UGC

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Monday 17 August 2026 03:54:16 GMT