Infringing products removed
The KeepCup mission is founded on reducing waste and encouraging sustainable consumption. As a result, the company developed an enthusiastic following among thoughtful coffee drinkers all over the world. But shortly after launch, KeepCup began finding reports of customers having negative experiences with their products.
Fakes had begun popping up all over the place. At first, the company tried to address infringement on an individual basis, but it was just too expensive and time-consuming for the small team. So they turned to Red Points’ simple, scalable solution to tackle counterfeits fast.
KeepCup now has a global solution for finding and removing infringements quickly. The proactive platform identifies and addresses a majority of infringements automatically, leaving the KeepCup team free to focus on growing their business and finding new ways to fight waste.
It started in a café with a simple idea: keep it and use it again.
In 2009, Abigail and Jamie Forsyth launched their own barista-standard reusable cup for Melbournians to enjoy better coffee on the go. Now, the company has a positive impact and an audience on a global scale.
KeepCup founders, brother and sister Abigail and Jamie Forsyth, owned cafes in Melbourne for over twenty years. As their business grew, the amount of packaging waste they and their customers were creating began to bother them. In response, they developed the first barista-standard reusable cup as an alternative to disposable paper cups. Since then, their commitment to sustainability has won them a loyal following around the world, with distribution spreading to Europe, North America, and China.
Everything the company stands for is rooted in sustainable practices like local manufacture with environmentally-friendly and non-toxic materials. So when counterfeiters started to create fake KeepCups, the damage was twofold. Not only were they taking money from the pockets of an authentic business, but they were working against the environmentally-conscious mission of KeepCup. This final straw pushed the brand to seek a comprehensive solution to their counterfeiting woes.
At first, KeepCup tried to address individual cases one by one, fielding infringements to a legal team. But the team soon saw this approach as costly and time-consuming. They also had no way of knowing how many fakes were out there, damaging their reputation, nor exactly where they were.
Considering the time and financial cost, KeepCup wasn’t interested in taking legal action against counterfeiters, they just wanted to see the offending products taken down. Red Points’ scalable, global platform caught the company’s attention. Now, automated tasks and new rules created by machine-lear- ning technology take care of a majority of cases, meaning the team only has to deal with infringements that really require their involvement. This has freed the team’s time up, allowing them to focus on what really matters to the KeepCup team-growing their eco-friendly brand organically.