Rock & Roll,  M & Ms ® , and . . . . .a Naked Cowboy ®  ? A Lesson About Advertisements & Intellectual Property Infringeme...
What Did Mars, Inc Do?
How Did the Naked Cowboy Respond? <ul><li>Naked Cowboy Sues Mars, inc </li></ul><ul><ul><li>http://www.cnn.com/2008/CRIME/...
Did the Naked Cowboy Have Rights? <ul><li>The Naked Cowboy Asserted Federal Trademark Registrations & Right of Publicity. ...
Naked Cowboy ®  Word Mark .  Int.  CI.: 41 Prior U.S. Cis.: 100, 101,  and  107 Reg. No. 2,560,456 United States Patent an...
Naked Cowboy ®  Design Mark Registered  Sep.  2,  2003 United States Patent and Trademark Office Reg. No. 2,760,208 Int. C...
Trademarks & Rights of Celebrity: Issues in Naked Cowboy Case <ul><ul><li>Trademark Law </li></ul></ul><ul><ul><li>Rights ...
What is a Trademark?
What Can Be A Trademark?
What Can Be A Trademark?
What Can Be a Trademark? <ul><li>http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/75934534.mp3   </li></ul><ul><...
“ Scent” Can Be a Trademark
Trademark – Strong Protection  <ul><ul><li>Arbitrary/Fanciful </li></ul></ul><ul><ul><li>“ Xerox ” for Copiers  </li></ul>...
Trademark Protection  <ul><ul><li>Descriptive – Weaker  </li></ul></ul><ul><ul><ul><li>Computerland </li></ul></ul></ul><u...
Naked Cowboy’s Damages Claim  Naked Cowboys antes up in a high stakes poker game . . .  © 2008 Anthony Vella, Esq.
 
http:// wilstar.com/midi/worldofsports.wav   Blazing Saddles  – Mel Brooks’ Movie <ul><ul><li>The Naked Cowboy wants $6 mi...
Infringement? – Willful?  <ul><li>Did Mars, Inc. Infringe IP Rights? </li></ul><ul><li>M&M Dressed Up Like Naked Cowboy </...
Practice Tip: Cease & Desist Letters What to Do and What Not to Do. . . . . . . . . . . . . . .   .
What Mars Did?
Is There a Naked Cowboy in Your Future? <ul><ul><li>Have you cleared the advertisement?  </li></ul></ul><ul><ul><li>Has th...
Morale  . . . .  Follow Best Practices  before  a Naked Cowboy ®  comes Knocking
Update – Settlement Reached <ul><ul><li>November 8, 2008 (AP) . . . The Naked Cowboy ®  and  Mars, Inc reached a settlemen...
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Naked cowboy case_study ads and ip

  1. 1. Rock & Roll, M & Ms ® , and . . . . .a Naked Cowboy ® ? A Lesson About Advertisements & Intellectual Property Infringement © 2008, 2012 Anthony Vella, Esq.
  2. 2. What Did Mars, Inc Do?
  3. 3. How Did the Naked Cowboy Respond? <ul><li>Naked Cowboy Sues Mars, inc </li></ul><ul><ul><li>http://www.cnn.com/2008/CRIME/02/14/naked.cowboy/index.html#cnnSTCVideo </li></ul></ul>
  4. 4. Did the Naked Cowboy Have Rights? <ul><li>The Naked Cowboy Asserted Federal Trademark Registrations & Right of Publicity. </li></ul><ul><li>Asserted Mars Create a Likelihood of Confusion with His trademark & infringed other intellectual property rights? </li></ul>
  5. 5. Naked Cowboy ® Word Mark . Int. CI.: 41 Prior U.S. Cis.: 100, 101, and 107 Reg. No. 2,560,456 United States Patent and Trademark Office Registered Apr. 9, 2002 SERVICE MARK PRINCIPAL REGISTER NAKED COWBOY
  6. 6. Naked Cowboy ® Design Mark Registered Sep. 2, 2003 United States Patent and Trademark Office Reg. No. 2,760,208 Int. Cl.: 25 Prior U.S. Cls.: 22 and 39 TRADEMARK PRINCIPAL REGISTER
  7. 7. Trademarks & Rights of Celebrity: Issues in Naked Cowboy Case <ul><ul><li>Trademark Law </li></ul></ul><ul><ul><li>Rights of Celebrity (aka Publicity) </li></ul></ul><ul><li>A Person Cannot Have Their Image Used For Commercial Purposes without “Compensation” and/or “Authorization” </li></ul>
  8. 8. What is a Trademark?
  9. 9. What Can Be A Trademark?
  10. 10. What Can Be A Trademark?
  11. 11. What Can Be a Trademark? <ul><li>http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/75934534.mp3 </li></ul><ul><li>http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/72349496.mp3 </li></ul>
  12. 12. “ Scent” Can Be a Trademark
  13. 13. Trademark – Strong Protection <ul><ul><li>Arbitrary/Fanciful </li></ul></ul><ul><ul><li>“ Xerox ” for Copiers </li></ul></ul><ul><ul><li>“ Baby Ruth ” for Candy Bars </li></ul></ul><ul><ul><li>“ Apple ” for Computer </li></ul></ul>
  14. 14. Trademark Protection <ul><ul><li>Descriptive – Weaker </li></ul></ul><ul><ul><ul><li>Computerland </li></ul></ul></ul><ul><ul><ul><li>Oatnuts </li></ul></ul></ul><ul><ul><li>Generic – No Value </li></ul></ul><ul><ul><ul><li>paint </li></ul></ul></ul><ul><ul><ul><li>milk </li></ul></ul></ul><ul><ul><ul><li>Aspirin (once an arbitrary/strong trademark) </li></ul></ul></ul>
  15. 15. Naked Cowboy’s Damages Claim Naked Cowboys antes up in a high stakes poker game . . . © 2008 Anthony Vella, Esq.
  16. 17. http:// wilstar.com/midi/worldofsports.wav Blazing Saddles – Mel Brooks’ Movie <ul><ul><li>The Naked Cowboy wants $6 millions or more in damages!!!!! </li></ul></ul>
  17. 18. Infringement? – Willful? <ul><li>Did Mars, Inc. Infringe IP Rights? </li></ul><ul><li>M&M Dressed Up Like Naked Cowboy </li></ul><ul><li>Ads running in Times Square – location of Naked Cowboy </li></ul><ul><li>Ignore Cease & Desist Letter </li></ul>.
  18. 19. Practice Tip: Cease & Desist Letters What to Do and What Not to Do. . . . . . . . . . . . . . . .
  19. 20. What Mars Did?
  20. 21. Is There a Naked Cowboy in Your Future? <ul><ul><li>Have you cleared the advertisement? </li></ul></ul><ul><ul><li>Has the trademark been cleared before using it? </li></ul></ul><ul><ul><li>Are there other IP rights that have not been considered? </li></ul></ul>
  21. 22. Morale . . . . Follow Best Practices before a Naked Cowboy ® comes Knocking
  22. 23. Update – Settlement Reached <ul><ul><li>November 8, 2008 (AP) . . . The Naked Cowboy ® and Mars, Inc reached a settlement (terms undisclosed) of suit filed February 11, 2008 </li></ul></ul>
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