Coca-Cola can't trademark new bottle, EU court rules

BRUSSELS - An EU court on Wednesday threw out an attempt by US drinks giant Coca-Cola to get trademark status for a new design of its iconic fluted bottle throughout the 28-nation bloc.

25 Feb 2016

Coca-Cola can't trademark new bottle, EU court rules

Invented in the United States as a tonic drink in the late 19th century, Coca-Cola is a triumph of modern-day marketing, with its contoured bottle one of the most widely recognised global brands.

In 2011, the company introduced a flat surfaced bottle but European Union authorities rejected its trademark request because they said the new design lacked any "distinctive character."

The General Court of the EU, the bloc's second highest court, ruling on a company appeal, said there was no reason to change that view, with the new design simply a variant of its predecessor.

"The General Court finds that the sign at issue is devoid of the distinctive character required for registration under the Community trade mark regulation," it said.

"In those circumstances, the General Court dismisses in its entirety the action brought by Coca-Cola."

The judgment features drawings of the new Coke bottle from the side, the top, and at a forward-leaning angle.

Coca-Cola can in theory appeal to the European Court of Justice, the EU's highest court.

There was no immediate reaction from the company.

Source: AFP

Source: I-Net Bridge

For more than two decades, I-Net Bridge has been one of South Africa’s preferred electronic providers of innovative solutions, data of the highest calibre, reliable platforms and excellent supporting systems. Our products include workstations, web applications and data feeds packaged with in-depth news and powerful analytical tools empowering clients to make meaningful decisions.

We pride ourselves on our wide variety of in-house skills, encompassing multiple platforms and applications. These skills enable us to not only function as a first class facility, but also design, implement and support all our client needs at a level that confirms I-Net Bridge a leader in its field.

Go to: http://www.inet.co.za