The Advertising Regulatory Board (ARB) ruled that Epic Foods’ “Cool Joy!” ice cream packaging illegally imitated Magnum’s “Joy!” brand. According to the ARB directorate, the Johannesburg-based company violated the Advertising Code by exploiting the advertising goodwill of the Unilever-spun-off giant, ordering Epic to stop selling the current packaging within three months.
Why did the ARB rule against Epic Foods?
The ARB found that Epic’s “Cool Joy!” range used a rounded white font on a dark background and a red exclamation mark that mirrored Magnum’s established “Joy!” branding. The directorate concluded these similarities were “more than coincidental.”
Magnum launched its “Joy!” range in 2019, generating over R236 million in turnover. Epic’s product hit shelves six years later, in October 2025. The ARB determined that the established market presence of the Magnum range made the imitation a clear attempt to ride the coattails of Magnum’s advertising spend.
How does this fit a pattern of “copycat” packaging?
This is not the first time Epic Foods has faced sanctions for its design choices. According to Magnum, Epic was found to have contravened advertising standards in 2025 regarding its Bellisima Mayonnaise, which allegedly imitated the packaging of Unilever’s Hellmann’s Mayonnaise.
Magnum argued that Epic is misappropriating “inherent advertising goodwill.” While the specific rand value of Magnum’s advertising spend wasn’t made public, the ARB accepted that the investment created a recognizable brand identity that Epic sought to mimic.
What happens to “Cool Joy!” on retail shelves?
The ARB has instructed its retail members to refuse advertising and sales of “Cool Joy!” in its current packaging after a three-month grace period. The impact depends on the retailer’s membership status:
- Direct Members: Pick n Pay is a direct member and must comply.
- Indirect Members: Most other retailers are members via the Consumer Goods Council of SA.
- Voluntary Adherents: Shoprite has previously stated it voluntarily follows ARB rulings, and Woolworths has historically responded to ARB complaints.
What parts of the complaint were dismissed?
Not every objection from Magnum was upheld. The company claimed that the red-and-white heart shape behind the “Cool Joy!” name was reminiscent of the Ola red-and-white heart trademark. The ARB directorate dismissed this specific complaint, noting that Epic’s seal has been in use for several years.
Comparison of Brand Elements
| Feature | Magnum “Joy!” | Epic “Cool Joy!” | ARB Verdict |
|---|---|---|---|
| Font/Color | White rounded on dark | White rounded on dark | Imitation |
| Punctuation | Red exclamation mark | Red exclamation mark | Imitation |
| Logo Shape | N/A | Red-and-white seal | Permitted |
Frequently Asked Questions
What is the ARB?
The Advertising Regulatory Board (ARB) is the body responsible for overseeing advertising standards and ensuring the Advertising Code is followed in South Africa.
Did Epic Foods defend itself?
No. According to the report, Epic is not a member of the ARB and did not respond to the invitation to submit a defense.
Can Epic still sell “Cool Joy!”?
Yes, but they must change the packaging. They have three months to remove the current design from shelves before retail members are instructed to reject the product.
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