麥當勞又遇大危機，於是漢堡王落井下石出損招範例
2019.02.26
週二 Tuesday
trademark /'treidma:k/
n. 商標
McDonalds lost the EU trademark to the #Bigmac and this is how BurgerKing has launched in Sweden.
麥當勞在歐盟區失去了 #巨無霸 這個商標，於是漢堡王在瑞典推出了同名產品。
The cheekily-named items are: Like a Big Mac, but Actually Big.
漢堡王這套貼臉推出的新品名叫：宛如巨無霸，大過巨無霸。
In true Burger king style, the 'beef' between the brands was created by creative agency INGO.
這真的是純正的漢堡王作風，而兩個品牌之間的這個猛料是由創意事務所INGO操刀的。
McDonald’s bid to trademark “Big Mac” in Europe went down the drain — and Burger King came at it with a whopper of a burn in response.
麥當勞的“巨無霸”商標在歐盟這就打水漂了，而漢堡王作爲迴應推出的是一款挑釁的皇堡。
A European court ruled last month in favor of an Ireland-based fast-food chain called Supermac’s and revoked McDonald’s registration of the trademark for its iconic burger.
歐洲的一個法院上個月剛剛給愛爾蘭的一個叫Supermac’s的快餐連鎖品牌開了綠燈，並且駁回了麥當勞給自家標誌產品註冊商標的申請。
In response, Burger King’s Swedish operation revamped its menu — with a whole section called “Not Big Mac’s.”
作爲迴應，漢堡王的瑞典分支翻新了自己的菜單，推出了一整個叫“不是巨無霸”的系列。
The biting sign lists options for “Like a Big Mac but Actually Big,” “The Burger Big Mac Wished it Was” and “Anything but a Big Mac.”
其中可供選擇的單品有“宛如巨無霸，大過巨無霸”、“巨無霸希望成爲的漢堡”還有“反正不是巨無霸”。
“McDonald’s just lost its trademark for the Big Mac for suing a much smaller player … it’s too much fun for us to stay away,” said Iwo Zakowski, CEO of Burger King’s Swedish operation, according to the Guardian UK.
根據《衛報》英國版的報道，漢堡王瑞典分支的CEO艾沃·查科夫斯基說：“麥當勞剛剛和一個體量小得多的對手打官司打輸了，並且因此失去了自己的商標……如果我們不介入就太不好玩了。”
今日詞彙
trademark /'treidma:k/
n. 商標
這個詞不難理解，意思就是“商標”：
'Big Mac' is McDonald's best known trademark.
“巨無霸”是麥當勞最著名的商標。
需要提一下的是它的引申義，它可以用來表示“特徵”、“標誌”：
The spiky punk hairdo has become his trademark.
那種刺蝟式的朋克髮型已經成了他的標誌。
