Wrigley, the gum business owned by US confectioner Mars Inc., has moved to block rival Perfetti Van Melle’s application to register “WTF” as a trademark in the US.
According to filings with the US Patent and Trademark Office, Wrigley argued that “WTF” would infringe on its Wrigley’s Winterfresh chewing gum trademark. In its opposition, Wrigley argued that “WTF” would likely be used as an acronym for “what the fresh” and that this could confuse consumers.
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Moreover, Wrigley argued that as a “common acronym” used to express “indignation, surprise or disbelief” WTF does not function as a trademark for the class of goods Perfetti is applying it to.
A spokesperson for Wrigley told just-food that the firm does not comment on pending legal matters. However, the spokesperson added: “We highly value and are firmly committed to safeguarding our intellectual property.”
Representatives for Perfetti Van Melle did not immediately respond to requests for comment.
The Italian confectioner initially applied to register “WTF” as a trademark for candy and confectionery in June and has until 23 December to respond to Wrigley’s opposition. If the matter remains unresolved, the patent office said it would go to trial in late 2015.
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