Bands sign brand deals with companies every day. The purpose is to create a mutually beneficial relationship, but problems arise when a brand uses someone’s name or likeness without compensation or communication. That is precisely what happened to indie rock band OK Go, who is currently in a battle with Post Foods, the cereal company, over their latest product.
What Happened Between OK Go and Post Cereal?
Post Foods released a new product named “OK Go!” It is an on-the-go version of their famous breakfast cereals. Prior to releasing the product, they trademarked the name, which is strikingly similar to the rock band’s name, which OK Go trademarked over a decade ago.
When the band expressed concerns over the misrepresentation of their affiliation with the product, Post responded with a preemptive lawsuit, claiming they had to take action over concerns about so-called threats to the band made to sue the company. In this lawsuit, Post requests continued use of the product name and repayment of all legal fees. Using the power of the internet, the band took this David vs Goliath story to the public.
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What Did OK Go Have To Say?
OK Go’s Damian Kulash posted the story to Instagram, asking fans to get the word out that a multi-billion-dollar company sued them. According to Kulash, the band’s lawyer sent the company a letter asking them to choose a different name for their new product, and Post responded with a lawsuit, a blatant intimidation tactic.
According to a report from Page Six, Post argued that the public would not make a connection between the band and the on-the-go breakfast cereal. Of course, the band pointed out that Post’s product description ironically contains the wording “ready to rock.”
Could Kellogg’s Cereal Step in and Help?
Who will step in and take David’s side in the fight against the food Goliath? Recently, another giant in the food industry, Kellogg’s, went after Snoop Dogg for trying to sell a cereal called “Snoop Loopz” under his brand, Broadus Foods, which he created to build diversity in the industry and empower his community.
Post took advantage of the situation to partner with Snoop Dogg’s brand and his partner, Master P, offering them a deal to help produce and promote “Snoop Cereal.” The move was an obvious dig at Kellogg’s and a great marketing opportunity for Post and Snoop.
Kellogg’s would be remiss to pass up on this opportunity for a marketing gold mine and a little revenge against Post Foods. All it takes is a quick endorsement contract with the band. They only need to strike while the iron is hot.
— Sloane Morrison (@sloanemorrison) February 2, 2023
What Is Next for OK Go?
So far, OK Go seems to have the public on their side. Fans responded positively to Kulash’s announcement on Instagram, and other bands took to the internet to show their support for the indie rock group. Their goal is to get enough people talking about it to ensure the cereal company remembers these are just four human beings with a band name that means everything to them.