Brand Protection Group: Fake It All
Agency: Leo Burnett BeirutClient: Brand Protection GroupProduct: 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...