We’ve been down this road before, some themes intersect, and trademark value is filtered out:
Branding ZEROWATER with taglines like “For water that’s only water,” “Get more out of your water,” “If it isn’t zero, zero, zero, it isn’t just water” “If it’s not 000, it’s not ZeroWater,” and “If it’s not all zeros, it’s not ZeroWater,” all help to block Zero from pure and mere descriptiveness:
On the other hand, as the top image of the retail endcap shows (click the image to enlarge), the current packaging and product description adds blunt force to the now obvious meaning of ZERO:
“LEAVES ZERO DISSOLVED SOLIDS BEHIND”
Had this purely descriptive use of ZERO been present at filing, then ZEROWATER easily could have been refused as merely descriptive — why add it now? Especially with this far better existing copy:
“REMOVES VIRTUALLY ALL DISSOLVED SOLIDS”
While ZEROWATER can no longer be challenged as merely descriptive for “water filtering units for household use,” what about future applications having slightly different descriptions of goods?