Earlier this year, I posted about a dispute between candy company Mars Inc. and a small business based in Wisconsin, selling handmade fine chocolates under the mark CocoVaa.
In March, Mars Inc. filed a federal trademark infringement complaint in the Eastern District of Virginia, asserting that its registered CocoaVia® mark (Reg. No. 4179465), for
While browsing my daily trademark news and digesting some recent chocolate-related trademark litigation, to be discussed below, I happened upon some interesting discussions and histories of slogans for candy, including in particular, the MARS® chocolate bar.
Back in 1960, Mars Inc. debuted its slogan for the MARS® chocolate bar: “A Mars a Day, Helps You
To the extent you’re also all about brands and trademarks, and you imagine a trademark story with each brand you might encounter, I suppose there are an infinite number of ways, right?
One of the Peace Coffee shops in our office building offers K’UL chocolate, and the point of sale display caught my eye,
The possessive form of the Hershey’s brand dates back to at least as early as 1894, according to U.S. Reg. No. 54,041 — a more than 100 year old trademark registration from 1906.
Last week, Brand New reported on Hershey’s new logo and corporate identity — without the apostrophe and letter “s” at the end:
I definitely had a memorable Father’s Day today, traveling with my daughter from Paris to London, here is a photo of a gift bag and gold medal chocolate memento:
Nice touch Eurostar!
Courvoisier looks genuine, so I’m saving that one for later, of course.
In case you’re wondering the cigar was not real —
What best describes your work? Inexpensive? Cost effective? Robotic? Low budget? High volume?
Or, do you deliver excellence — unique, distinctive, valuable, sculpted, tailored, and handmade solutions with your wealth of professional skill and expertise?
If your main focus is on delivering the lowest possible cost, you best be selling a commodity.
Creating and protecting
Simon Bennett and Rachel Cook Fox Williams LLP
Chocolate giants Nestle and Cadbury have been trading blows in the UK and European Courts for several years. This latest round in front of the UK Court of Appeal related to Cadbury’s application to register the color purple (to be specific Pantone 2685C) for the packaging of
–Dan Kelly, Attorney
Late last month, Hershey Chocolate and Confectionary Corporation won an appeal at the Trademark Trial and Appeal Board to register the following as a configuration mark for use in connection with candy and chocolate:
The decision (opinion here) is straightforward and not precedential. It is somewhat interesting in that Hershey had
— Karen Brennan, Attorney
Mars recently introduced a new candy bar, Fling, marketed exclusively to women, advertised as “an un-regrettably indulgent new product for women”. The website is predominantly pink and is littered with very stereo-typical one-liners meant to be sexy such as “you never know when you’ll want to have a Fling” and
–Dan Kelly, Attorney
My wife and I recently received a gift of chocolate, called the Marital Bliss Bar, from Bloomsberry & Co. The packaging is quite humorous:
Bloomsberry’s other chocolates are also in generally humorous packages, with some bordering on edgy, even racy — all can be viewed at its website.
Humor in marketing