General Mills Loses Bid To Trademark Yellow Color On Cheerios Box (arstechnica.com)

An anonymous reader quotes a report from Ars Technica: U.S. intellectual property regulators are rejecting General Mills' bid to trademark the yellow background color on boxes of Cheerios cereal. The Trademark Trial and Appeal Board on Tuesday set aside the cereal maker's two-year quest to trademark "the color yellow appearing as the predominant uniform background color" on boxes of "oat-based breakfast cereal." A contrary ruling could have given the Cheerios maker an exclusive right to yellow boxes of oat cereal. General Mills argued that it deserved to be awarded the trademark status because "consumers have come to identify the color yellow" on boxes of oats cereal with "the Cheerios brand." It has been marketed in yellow packaging since 1945, with billions in sales. The board noted that "there is no doubt that a single color applied to a product or its packaging may function as a trademark and be entitled to registration under the Trademark Act." But that's only if those colors have become "inherently distinctive" in the eyes of consumers. Some of those examples include UPS "Brown;" T-Mobile "Magenta;" Target "Red;" John Deere "Green & Yellow;" and Home Depot "Orange." It goes without saying that anybody can still use those colors predominately in their marketing, but not direct competitors.

Regarding the box of Cheerios, however, the court ruled that consumers don't necessarily associate the yellow box of cereal with Cheerios, despite General Mills' assertion to the contrary. Consumers are confronted with a multitude of yellow boxes of oats cereal, the appeal board noted. By comparison, T-Mobile has only a handful of competitors, and none of them uses the magenta color as a distinctive mark, the appeal board said.

Comments

speak of the devil

[epine]

When 'Liking' a Brand Online Voids the Right to Sue — 16 April 2014

Might downloading a 50-cent coupon for Cheerios cost you legal rights?

General Mills, the maker of cereals like Cheerios and Chex as well as brands like Bisquick and Betty Crocker, has quietly added language to its website to alert consumers that they give up their right to sue the company if they download coupons, "join" it in online communities like Facebook, enter a company-sponsored sweepstakes or contest or interact with it in a variety of other ways.

Instead, anyone who has received anything that could be construed as a benefit and who then has a dispute with the company over its products will have to use informal negotiation via email or go through arbitration to seek relief, according to the new terms posted on its site.

It's not the first time we've been taxed unreasonably for touching a toe to the yellow brick road, Dorothy.

General Mills Kansas City flour plant likely behind E. coli outbreak — 1 June 2016

Flour produced at a General Mills Inc plant in Kansas City, Missouri, was probably the source of an E. coli outbreak that has sickened 38 people across 20 states, the U.S. Centers for Disease Control and Prevention said on Wednesday.

Ten people have been hospitalized in the outbreak, the CDC said.

Though for our own safety, we really have to stop meeting like this.