Mondelez lost the case but said it would continue to protect its trademark that it introduced in 1995.
Two years after the case, a cease and desist letter was sent by Mondelez to Nurture Brand which has begun to distribute a chocolate bar named “The Primal Pantry” in lilac similar to that of Milka.
A former Mondelez marketer confirmed to ADWEEK that the company did own the trademark for the use of the color purple in the sector.
“This is a company that invests and believes in its brands. Some other companies would do the same to protect their big global brands, for example, I could imagine Coca-Cola being concerned about another brand using their Coca-Cola red,” they explained.
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