Philips has launched its “Buy Original†campaign; an informative multi-year outreach aimed at protecting consumers, creating awareness about counterfeit products in the market and educating consumers in identifying an original genuine product versus a counterfeit one.
According to the Global Intellectual Property Centre (GIPC) world-wide, cross border trade in physical counterfeits alone cost the global economy USD 250 billion a year. According to research conducted by the Anti-Counterfeit Agency in Kenya, the level of counterfeiting in Kenya accounts for the largest deviations in both foreign direct investment (FDI) inflows and economic growth; highlighting the need for the government, manufacturers, MNC’s and consumers to step up efforts in the fight against counterfeiting.
Consumers in most instances aren’t even aware that they are buying fake products; Philips wants to put consumers in a position that they are confident that they are purchasing an original Philips product.
Philips is tackling this issue through the launch of its “Buy Original†campaign, which will introduce effective measures for consumers to be able to easily identify and verify Philips original consumer appliances and lighting products.
The Philips “Buy Original†campaign kicks-off in Kenya and will move across Sub-Saharan Africa in Q1 2015. Philips will be introducing innovative hologram security stickers (for lamps) and providing a unique 16 digit code validation code for all Philips Lighting products, as well as the “original†sticker for their consumer lifestyle and lighting products to enable consumers to easily and instantaneously identify originals.
This is being supported by a two-year guarantee on all original Philips products as well as a comprehensive Point-of-Sale (instore) and media led customer education programme and an extensive print and radio advertisement campaign.
Philips is also setting up a sms number for authentication of the Philips Lighting portfolio in case of doubt; the consumer (in Kenya) has to send the 16-digit serial number of the lighting product via sms to 20222 and they will receive immediate feedback on whether the product they are planning to buy or have bought is genuine or fake. This is a pilot and if proven successful, Philips will explore rolling this out to the consumer lifestyle category of products too.
Philips is setting up a dedicated website www.philips.com/buyoriginal where consumers can send queries or feedback and also where they can find details of genuine v/s counterfeit products as well details of all Philips authorized distributors.
TO identify original Phillips products, look out for the “Original†logo on the packaging. This immediately identifies the product as a Philips original. It not only protects the consumer’s two-year guarantee with Philips but also confirms the brand’s superior technology and safety promise.
When purchasing Philips lighting products make sure you find the unique code on the Security Label which will be on the box. In Kenya, you can SMS the 16-digit code to 20222 to receive verification of the product’s authenticity.
The label is fitted with digital anti-forgery technology and is fixed with secure die-cutting which ensures it’s completely destroyed when removed making it impossible to add to non-Philips products.