A Gin-Gin Situation? Beckham May Sue Drink-Maker Over Image
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Beckham Threatening Suit Against
Happyland Over Lookalike In Ad
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Real Madrid MF David Beckham is "threatening legal action"
against Russia-based Happyland Drinks for "using his image without permission,"
according to Bamber & Parfitt of the London TELEGRAPH, who noted ads for Manchester
Gin, a mix of gin and tonic, feature a model "closely resembling Beckham" wearing
a ManU uniform on one half of his body and dressed as an English gentleman on
the other. The ad has proved "immensely successful," as Manchester Gin has seized
about 10% of the market for ready-mixed drinks in Moscow and St. Petersburg,
selling more than 18,000 cans since December at a price of US$1.05. Happyland
Drinks Dir of PR Svetlana Drozd said, "So far, there have only been billboard
advertisements in Moscow and St. Petersburg. We are planning to expand the advertising
to other cities." Bamber & Parfitt noted the company "openly admits that the
poster is intended to look like Beckham, but denies any wrongdoing." But British
law firm Denton Wilde Sapte's Clive Thorne said that the ad is "a breach of
image rights and could prove damaging to Beckham's ability to endorse products
internationally." Thorne: "Beckham has a very good case. This is clearly a case
of 'passing off' his image — even if the model is not him. Russian law
will certainly have provision for him to take action" (TELEGRAPH,
3/14).
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