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Tuesday, August 7, 2012

The North Face Asks Federal Judge to Sanction St. Louis-Based Firm, "The Butt Face"

Posted By on Tue, Aug 7, 2012 at 4:50 PM

Page 3 of 4

"Olop " = Polo, spelled backwards, with the tagline: "Save a Pony, Ride a Preppy!"
  • "Olop " = Polo, spelled backwards, with the tagline: "Save a Pony, Ride a Preppy!"
North Face isn't the only company to have pursued the Winkelmanns lately: Ralph Lauren recently sent them a cease-and-desist letter upon discovering their new brand of products, "Olop," which is "Polo" spelled backwards. The logo features a horse riding a man with the tagline: "Save A Pony, Ride a Preppy!" But after Watkins responded to Ralph Lauren's letter with the claim that Olop is parody, the company took no action. 

"They get it," opines Watkins. "They're not troubled, they don't believe their consumers are at all confused. Nobody going to confuse a polo pony engaging in bestial activities with the fine attire that is being sported by our U.S. Olympic team."

Attorneys for the North Face, on the other hand, have put forth an empirical study to show that Butt Face causes confusion in more than 30 percent of adult consumers.

Dr. Gerald L. Ford, a retired University professor and marketing researcher, set up a double-blind scheme where subjects were shown images of "The Butt Face" and then interviewed. Ford concludes that his survey provides "clear evidence"  that exposure to "The Butt Face" name and logo causes an association The North Face, and that his results "support a finding of likelihood of dilution" of that brand.

Some respondents felt really strongly about this, such as subject #1132:

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