{"id":199069,"date":"2018-07-26T10:44:48","date_gmt":"2018-07-26T05:14:48","guid":{"rendered":"https:\/\/www.scconline.com\/blog\/?p=199069"},"modified":"2018-07-26T10:44:48","modified_gmt":"2018-07-26T05:14:48","slug":"nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj","status":"publish","type":"post","link":"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/","title":{"rendered":"Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; not enough to prove distinctiveness in some part of the region: ECJ"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>European Court of Justice: <\/strong>An appeal filed by Nestl\u00e9, chocolate maker, arguing for registration of the trademark in the shape of KIT KAT chocolate bar, was dismissed.<\/p>\n<p style=\"text-align: justify;\">Two giants of the chocolate industry, Nestl\u00e9 and Cadbury, have fought for more than a decade over the trademark in the shape of the four-fingered chocolate bar. In 2002, Nestl\u00e9 applied for trademarking KIT KAT in Europe. The application was not only for the bar embossed with KIT KAT logo but also for the shape of the bar itself- four trapezoidal bars aligned on a rectangular base. The EU Trademark Office granted Nestl\u00e9\u2019s application. In 2007, court battle began over the trademark in the shape of the bar. The question was whether the brand had become distinctive enough to deserve its trademark- that its shape alone was how people recognize the snack.<\/p>\n<p style=\"text-align: justify;\">ECJ in its ruling, essentially dismissed Nestl\u00e9\u2019s claim, by observing that it is not enough to prove that a product has become iconic in a significant part of EU, it has to be proven across all the markets of the block. The Court directed the EU Trademark Office to reconsider its decision.<\/p>\n<p style=\"text-align: justify;\">[Source: BBC]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>European Court of Justice: An appeal filed by Nestl\u00e9, chocolate maker, arguing for registration of the trademark in the shape of KIT <\/p>\n","protected":false},"author":8808,"featured_media":71611,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1188,2],"tags":[31166,31167,3221],"class_list":["post-199069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hot_off_the_press","category-news","tag-kit-kat","tag-nestle","tag-Trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; not enough to prove distinctiveness in some part of the region: ECJ | SCC Times<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; not enough to prove distinctiveness in some part of the region: ECJ\" \/>\n<meta property=\"og:description\" content=\"European Court of Justice: An appeal filed by Nestl\u00e9, chocolate maker, arguing for registration of the trademark in the shape of KIT\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/\" \/>\n<meta property=\"og:site_name\" content=\"SCC Times\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/scc.online\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-26T05:14:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1330\" \/>\n\t<meta property=\"og:image:height\" content=\"886\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bhumika Indulia\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bhumika Indulia\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/\",\"url\":\"https:\/\/www.scconline.com\/blog\/post\/2018\/07\/26\/nestle-loses-trademark-in-the-shape-of-kit-kat-in-eu-not-enough-to-prove-distinctiveness-in-some-part-of-the-region-ecj\/\",\"name\":\"Nestl\u00e9 loses trademark in the shape of KIT KAT in EU; 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Saravanan, J., held that the words \u201cMagic\u201d and its derivative \u201cMagical\u201d are common to the trade; therefore, neither the plaintiff\u2026","rel":"","context":"In &quot;Case Briefs&quot;","block_context":{"text":"Case Briefs","link":"https:\/\/www.scconline.com\/blog\/post\/category\/casebriefs\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":273822,"url":"https:\/\/www.scconline.com\/blog\/post\/2022\/09\/16\/a-perspective-on-non-conventional-trademarks-and-the-difficulties-in-extending-ip-protection-to-them\/","url_meta":{"origin":199069,"position":2},"title":"A Perspective on Non-Conventional Trademarks and the Difficulties in Extending IP Protection to Them","author":"Bhumika Indulia","date":"September 16, 2022","format":false,"excerpt":"by Paridhi Jain*","rel":"","context":"In &quot;Op Eds&quot;","block_context":{"text":"Op Eds","link":"https:\/\/www.scconline.com\/blog\/post\/category\/op-ed\/legal-analysis\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2022\/09\/A-Perspective-on-Non-Conventional-Trademarks-and-the-Difficulties-in-Extending-IP-Protection-to-Them-1.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2022\/09\/A-Perspective-on-Non-Conventional-Trademarks-and-the-Difficulties-in-Extending-IP-Protection-to-Them-1.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2022\/09\/A-Perspective-on-Non-Conventional-Trademarks-and-the-Difficulties-in-Extending-IP-Protection-to-Them-1.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2022\/09\/A-Perspective-on-Non-Conventional-Trademarks-and-the-Difficulties-in-Extending-IP-Protection-to-Them-1.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2022\/09\/A-Perspective-on-Non-Conventional-Trademarks-and-the-Difficulties-in-Extending-IP-Protection-to-Them-1.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":196911,"url":"https:\/\/www.scconline.com\/blog\/post\/2018\/06\/13\/ecj-in-christian-louboutin-trademark-case-shape-of-a-product-does-not-include-its-colour\/","url_meta":{"origin":199069,"position":3},"title":"ECJ in Christian Louboutin Trademark Case: Shape of a product does not include its colour","author":"Saba","date":"June 13, 2018","format":false,"excerpt":"European Court of Justice: In May 2013, Christian Louboutin initiated proceedings before the District Court, The Hague, Netherlands, claiming that Van Haren had infringed the mark at issue. 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Van Haren challenged that judgment\u2026","rel":"","context":"In &quot;Case Briefs&quot;","block_context":{"text":"Case Briefs","link":"https:\/\/www.scconline.com\/blog\/post\/category\/casebriefs\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.scconline.com\/blog\/wp-content\/uploads\/2016\/09\/ECJ.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":192984,"url":"https:\/\/www.scconline.com\/blog\/post\/2018\/02\/28\/delhi-high-court-proceeds-ex-parte-party-infringing-kinley-trademark\/","url_meta":{"origin":199069,"position":4},"title":"Delhi High Court proceeds ex parte against party infringing KINLEY trademark","author":"Saba","date":"February 28, 2018","format":false,"excerpt":"Delhi High Court: A Single Judge Bench comprising of Jayant Nath, JJ., disposed of a suit before it. The suit was filed seeking a decree of permanent injunction to restrain the defendant, it\u2019s partners, employees etc from using the offending trademark KWALTY and\/or the offending bottle shape as represented in\u2026","rel":"","context":"In &quot;Case Briefs&quot;","block_context":{"text":"Case Briefs","link":"https:\/\/www.scconline.com\/blog\/post\/category\/casebriefs\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":250130,"url":"https:\/\/www.scconline.com\/blog\/post\/2021\/06\/22\/child-slavery-by-nestle\/","url_meta":{"origin":199069,"position":5},"title":"Whether Nestl\u00e9 and Cargill will be liable for child slavery? 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