Originally published by Klemchuk LLP IP Blog.
This month Coca-Cola introduced a new version of its red can in Middle Eastern countries. The biggest change, it leaves out the words “Coca-Cola” all together, featuring only a white ribbon on a red can and the words “Labels are for cans, not people.” While this is part of a marketing campaign connected to social activism, it is also an interesting lesson in branding and trademarks.
Not to mention the fact that Coca-Cola has famous trademarks, the beverage-giant can comfortably make this change to its cans because it owns several trademark registrations incorporating the self-described “flowing ribbon design” as a mark. This is a great example of how packaging or color schemes used in connection with products can be used as source identifiers witho…
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