Coca Cola Twitter #trademark registrations

Social media is becoming more important in communication. Some companies anticipate on this. Coca Cola (2 million followers on Twitter), for example has recently filed two trademark applications for her slogans in combination with a hashtag: #cokeandpics and #smilewithacoke. With these registrations the company wishes to secure her social media campaign.

However, we believe that this is only possible if the slogan itself can be registered. The trademark authorities will not give extra value to the #. If a slogan cannot be registered as a trademark, simply because it is no more than a mere appraisal, adding a # will not be a solution (a logo would). If the slogan is used in this form (on cans or in order to generate traffic on social media), a #-registration may be a good idea.

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PURE - MENTOS

MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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