US Trademark Authorities Make Ruling on Coke “Zero” Battle
01 Jun 2016 --- Coca-Cola's battle with Dr Pepper or any other rival over the rights to the word "zero" is now likely to be thrashed out in federal courts, following a ruling by the trademark authorities.
The US trademark authorities have ruled that Coca-Cola doesn’t have the exclusive rights to use the word "zero".
However, the authorities did agree to register "zero" for its soda brands, according to a report in the Wall Street Journal.
The ruling by the Trademark Trial and Appeal Board brings an end to a near 10-year battle Coca-Cola and competitor Dr Pepper Snapple Group.
In effect, it means that the fight over the use of the word "zero" is now likely to be fought out in federal courts.
The dispute dates back to 2003 when Coca-Cola tried to register the rights in the US to the word "zero" for a number of its drinks including Coca-Cola Zero and Sprite Zero.
Dr Pepper, which markets the diet drink Diet Rite Pure Zero, took umbrage and challenged Coke's bid for the rights.
Dr Pepper said that the word "zero" is a generic term which is widely seen as meant to mean no calories in connection with a drink.
Countering this, Coca-Cola argued that "zero" is exclusively associated with its products.
The ruling in the US, follows a ruling in the UK, which previously sided against Coca-Cola in trying to trademark the word.
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