I just purchased this week a new 2-liter Coca-Cola bottle in the shape of its well known smaller bottles.  This is part of a new promotion by Coke to capitalize on the recognition and brand power contained in the contour shape of the bottle.  Few if any brands are more known world-wide than Coke and its bottle.  I once heard a story that the only term more known world-wide than “Coke” is “OK.”

The Coke bottle design was introduced decades ago.   The bottle shape has been a registered trademark since 1977.  That’s right, a shape of a package or produce can be produced as a trademark, to the extent the shape is not functional.

  • http://en.wikipedia.org/wiki/Coca-Cola
  • http://www.coca-colaconversations.com/my_weblog/2008/06/the-contour-bot.html
  • http://www.thecoca-colacompany.com/presscenter/nr_20080613_2l_contour.html

– Coke registered bottle shape (http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=73088384)

LESSON: Anything that distinguishes your products and services from those of your competitors – a name, logo, slogan, color, sound, or shape – may be a trademark and may be registered.  To make your brand stand out, make everything about it as unique as possible, and protect it!

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  1. Pingback: TRADE MARK DILUTION vis-à-vis THE JEEP-ROXOR DISPUTE | Invntree

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