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Hidden in Plain Sight: The Stash Can Problem
Blogs | January 22, 2021
A global manufacturer of household and multi-use products with 11 brands in its category. Our focus for this project was on one of their brands which is classified as a hazardous material with significant consumer, shipping, and storage standards to hit.
We have been working with this brand partner for several years as part of a POTOO Full-Service Brand Protection program. These programs often include proactive identification of rogue seller listings on global marketplaces so we can support outside of the partner’s standard catalog or national assortment. Hidden deep within Amazon, we discovered several listings for stash cans using the product’s name and likeness. Negative reviews of the stash cans were also being associated with the brand name – harming shopper experience and brand equity.
What is a stash can?
A stash can, sometimes referred to as a diversion safe or safe can, is an item used to hide personal belongings in plain sight. Some people use them to hide valuables but often they are used to conceal contraband. Stash cans are created by altering popular household items, hollowing out the contents, and adding a special lid. Due to the sensitive nature of our partner’s product, modifying the contents in any way can expose customers to health risks and the brand to potential lawsuits.
What brands are at risk?
The categories most susceptible to having their products turned into stash cans include anything that comes in a can, canister, or tube such as:
* Canned food & beverages
* Household cleaners
* Potato chip canisters
* Candy tubes
* Water bottles
* Shaving cream
Our priority was battling the third-party listings and unauthorized sellers that were running rampant with our client’s products on international marketplaces. Each stash can that we discovered that was using our client’s packaging and/or brand name was immediately reported to Brand Registry. Since this violation is a direct trademark infringement, our success rate on getting these listings removed has been very high.
Over the course of our partnership, the POTOO team has identified over 950 unauthorized listings wreaking havoc on our client’s brand and portfolio of products. To date, our program has reduced unauthorized sellers to an approved list of 170 sellers and 370 listings which continue to be monitored for compliance.
Are rogue sellers keeping you up at night? Please reach out to learn how our eCommerce experts can support you: www.potoosolutions.com/contact-us
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