Coca Cola Continues To Fight To Trademark The Word "Zero"

Coca Cola's Trademark Battle

The scoreboard still reads zero for Coca Cola as the beverage company pushes on in their fight to trademark the word "Zero" for their “Coca-Cola Zero” diet beverage. Despite nearly 13 years of fighting for the trademark, Coke is not about to give up.

Cola-Cola argues that the word “zero” should belong to the company because of its “extensive advertising, promotion and sales” of Coca-Cola Zero says FoodDive.com.

Coke wants exclusive rights to the word to enforce its place in the market as only "Zero" brand. Should Coca-Cola win the challenge, they will have the right to sue Dr. Pepper and others who use “zero” in their branding reports the Wall Street Journal. Dr. Pepper counters that the word simply refers to the number of calories a product contains.

Impact on Sales

The ad dollars were well spent as Coca-Cola Zero sales grew 6 percent. This is offsetting a 6 percent sales decline for Coke Light and Diet Coke, according to the company’s annual earnings report, noted Fortune magazine.

Competition in the Market

Although Coca Cola Zero has held its ground in the market, there are other diet drinks that already use the name including Arnold Palmer Zero, Monster Energy Zero Ultra, and Virgil’s Zero.

Legal Implications

Should Coca-Cola win the challenge, they will have the right to sue Dr. Pepper and others who use “zero” in their branding reports the Wall Street Journal. Dr. Pepper counters that the word simply refers to the number of calories a product contains.

Conclusion

Coca Cola continues to fight for the trademark of the word "Zero" for their Coca-Cola Zero diet beverage. They argue that their extensive advertising, promotion, and sales justify their claim. Winning the challenge would give them exclusive rights to the word and the ability to sue other brands that use "zero" in their branding. 

Despite competition from other diet drinks with similar names, Coca Cola Zero has maintained its position in the market. The company's annual earnings report shows a 6 percent growth in Coca-Cola Zero sales, offsetting declines in Coke Light and Diet Coke. The legal implications of this trademark battle could have far-reaching consequences for other brands using "zero" in their branding.