D + What = Diet Coke?
The rendition of the distinctive Diet Coke soft drink can to the left really popped for me, at the point of sale, positioned on a shelf behind the clear-glass door of a Coca-Cola branded cooler.
Little did I know, when snapping this photo yesterday using my trusty iPhone, that just a month ago, Coca-Cola had obtained a federal trademark registration for a non-traditional trademark including the large stylized D as part of the design of a soft drink can:
After scanning recent trademark filings at the USPTO by Coca-Cola, it appears the beverage giant is working on building some non-traditional trademark protection around various partial but visible images of the Diet Coke soft drink can (depending on your physical perspective in relation to the can), and this one had a Notice of Allowance issue for it just two months ago:
By registering various partial snap shot perspectives of its Diet Coke product packaging, Coca-Cola appears to be seeking protection for the DK acronym in a rather creative way, without committing or limiting itself to some defined DK logo.
So, in answer to the first question in the first line of this blog post, I suppose the correct formula might be: D + K + Some Illegible Stuff = Diet Coke.
This tactic reminds me of other brand owners who have made conscious use of brand renditions having portions of the brand name obscured, remember those long-gone Marlboro Man billboard ads?
Can you think of any others?