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Love it or Leave it: Cheerios trademark

Posted by ipelton on: July 20th, 2011

Cheerios® cereal is celebrating its 70th birthday this year. It is a great name and logo. Simple. Suggestive — happy, fun and “O” shaped. The logo and packaging has been remarkably consistent for years. Kids love it – it is fun and easy to say.

Believe it or not, the product was initially launched as “Cheeri-oats” for the first four years. And it was changed because of a trademark dispute with Quaker Oats! I’d say the change worked out rather well!

Some other Cheerios facts (from “Cheerios cereal celebrates its 70th birthday” via ABC 7):

  • Cheerios are produced at a plant in Buffalo.
  • In 1979, Honey Nut Cheerios were introduced, followed by Apple Cinnamon Cheerios in 1988, MultiGrain Cheerios in 1992, Frosted Cheerios in 1995, Berry Burst Cheerios in 2001 and Chocolate Cheerios in 2010.
  • Since 2009, Honey Nut Cheerios have outsold plain Cheerios.
  • Cheerios are made by heating balls of dough then shooting them out of a puffing gun at 100 mph.

USPTO Registrations:

  • CHEERIOS – ready-to-eat cereal
  • – breakfast cereal

Lesson: sometimes a change of brand name – even when the result of a trademark dispute – is a positive move that makes a brand even better.

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