On 30 April 2018 (y by means of Resolution 33.705/2018), the Colombian Trademark Office recognized the notoriety of the TOSH sign (requested by Compañía de Galletas Noel, part of Grupo Nutresa) to identify healthy cookies and denied registration of the TOCHE Trademark, requested by Gaseosas Postobón.
The decision was based on the investment in advertising made by the trademark, because the amount of money invested in advertising accounts for the wide dissemination and promotion of the brand at a national level, which made evident Noel’s intention to publicize its brand in Colombia.
In addition, the study called “360 Cookies Exercise”, carried out by the NOEL marketing team, allowed them to conclude that TOSH cookies are the first brand of the Top of mind of consumers, according to the presentation “Brand Equity” developed by Ipsos Connect.
