Coca-Cola's Bid for EU Bottle Trademark Fails, Judges Say Shape Is Indistinct

摘要

Coca-Cola Co.'s latest bid to win European Union trademark protection for a new version of its iconic bottle fell flat, as EU judges said its curvaceous design wasn't distinctive enough (The Coca-Cola Company v. Office for Har-monisation in the Internal Market, EGC, No. T411/14, 2/24/16). The world's biggest soft-drink company sought to convince the EU General Court in Luxembourg that consumers would see it as a "natural evolution" of the earlier shape loved by designers and artists from Andy Warhol to Salvador Dali.