Brand Protection Group: Fake It All

Agency: Leo Burnett Beirut
Client: Brand Protection Group
Product: Anti-Counterfeit Organization

Objectives

According to the last and only study on counterfeit in Lebanon, made by PricewaterhouseCoopers in 2003, "Counterfeit and smuggled products in Lebanon cost the government between $75-100 million in lost revenue annually."1 The lack of more recent data, makes it difficult to estimate clearly the effect of counterfeit on the economy however, its impact is clear:

  • The Community at large faces risks to their health
  • There is an abuse to consumers' rights whether the consumer is aware or is not aware that he is purchasing a counterfeit
  • The treasury loses much needed customs, income tax, and VAT revenues
  • Manufacturers and distributors lose revenue and are therefore inclined to reduce their investments, advertising, employment and other expenditures in Lebanon
  • The image of Lebanon is damaged and inward investment is reduced
  • These activities often go hand in hand with, and facilitate corruption2