We’ve spilled a lot of digital ink on the importance of “look for” advertising when a brand owner wants to legally own a non-traditional trademark like a single color, or perhaps the shape of a product, or even product packaging or containers, among other potential non-traditional marks.

So, when

Repetition can be a beautiful thing, especially when it’s about The Real Thing:

This electronic billboard advertisement is another good example of Coca-Cola advertising that leaves certain aspects of the brand icons to the imagination, this one discloses only the middle portion of the famous contour bottle shape trademark.

And, speaking of