Case: TWG TEA COMPANY PTE LTD VS MARIAGE FRÈRES, SOCIÉTÉ ANONYME

23-05-10 ...

CASABLANCA!

 

Background:

Moroccan mint tea is the local trademark. It is a traditional drink that is served multiple times a day and is considered an ever-flowing staple. What I find interesting about this case is having two high-end tea brands fighting on the use of Casablanca on tea products. While Casa is a very refined city, I do not make an association with high-end tea. I do make the association with fresh mint tea made locally authentically.

Trademark Opposition: 

MF opposed the trademark application, which was published in November 2013 based on;


Similarity with a prior registered mark Casablanca

Identical goods confuse the average consumer as to the source of goods

Prior use and notoriety – MF claims that the company has been using the trademark since 1984. The evidence submitted to support this claim was a Guide to Tea directory which was published by MF in French and referred to the Casablanca tea by MF.

Regular use of the mark; MF provided supporting documents and proof to show the consistent and regular use of the trademark Casablanca on tea, the 1984 booklet, then another booklet published in 1994, the art of Tea, then a pricelist and an online blog dated 2003, then a consecutive series of online support from 2003 till 2012.

MF tried to use fame locally and notoriety by stating the different high-end stores the tea is sold in within the UK. 

TWG Response to trademark opposition: 

 TWG’s mark is also famous and used locally as the company operates a store at Harrod;

 the Weekend in Casablanca is one of a series of teas with a weekend in and has been used continuously by TWG since 2009. 

Decision:

 

"Coffee, coffee-based beverages; tea, black tea [English tea], flavorings of tea,tea-based beverages, fruit flavoured tea (other than medicinal), fruit tea (other than for medical purposes), beverages with a tea base, Rooibos tea, herbal tea (other than for medicinal use), Chai tea, green tea, Japanese green tea, Oolong tea (Chinese tea), aromatic teas (other than for medicinal use), beverages made of tea, iced tea, tea bags (other than for medicinal use), tea extracts, tea essence; tea for infusions (other than for medicinal use) "

Casablanca is a coastal city on the Atlantic Ocean Mid West Morocco. Casa Blanca, which translates to the white home, is a bridge between traditionalism and modernism and is a great city to visit when traveling to Morroco. While coastal, the proximity to the Sahara makes the temperature in Morocco high, therefore, tea is naturally a go-to drink that helps regulate their temperatures, but I don’t see high end tea as a trademark of Morocco. 


The trademark dispute started in 2013 after TWG filed a series of trademarks in black and white and color titled – “A Weekend in Casablanca Tea” covering goods in class 30. 


The UK IPO issued a decision pleasing both parties, MF more than TWG, whereby the UK IP office accepts the opposition on tea-related products in Class 30, therefore, the mark was NOT allowed to proceed to registration on the goods; 


As for the remaining goods designated with TWG’s application also included in Class 30 of the Nice Classification, the UK IPO accepted to proceed with the registration of the mark. The decision of granting the trademark and upholding the initial registration for the Casablanca wordmark was impressive from the UK IP Office.


Easy trademarks 


Empowering Innovation

...
23-05-10

How to Create a Strong Trademark

Read More
...
23-05-10

Trade License Vs. Trademark

Read More
...
23-05-10

Four Types of IP your Startup Must protect

Read More
...
23-05-10

Who owns Christmas?

Read More
...
23-05-10

New Year's Resolution: Trademark Your name or logo!

Read More
...
23-05-10

Smart Ways to Build Brand Awareness

Read More
...
23-05-10

To trademark or Not to trademark your Name!

Read More
...
23-05-10

Trademark renewal rules in the European Union

Read More
...
23-05-10

Trademark renewal rules in the United States of America USA

Read More
...
23-05-10

How Do You Know Which Symbol is Right for Your Trademark?

Read More
...
23-05-10

Why is brand identity so important?

Read More
...
23-05-10

Why is brand identity important?

Read More
...
23-05-10

How to create a Brand Identity?

Read More
...
23-05-10

Step 1: Research your audience, value proposition, and competition.

Read More
...
23-05-10

Step 2: Design the logo and a template for it.

Read More
...
23-05-10

Step 3: Incorporate language that you can use to connect, advertise and impersonate on social media.

Read More
...
23-05-10

Step 4: Know what to avoid.

Read More
...
23-05-10

Step 5: Monitor your brand to maintain its brand identity.

Read More
...
23-05-10

What should you do if you forgot to renew your trademark?

Read More
...
23-05-10

A guide to set an Intellectual property strategies for technology startups

Read More
...
23-05-10

Why should I renew a trademark?

Read More
...
23-05-10

How long does a trademark renewal last?

Read More
...
23-05-10

How to file a trademark renewal?

Read More
...
23-05-10

Trademark renewal rules in the Gulf Countries (GCC)

Read More
...
23-05-10

Protecting your logo as a trademark in the GCC

Read More
...
23-05-10

UAE Joins Madrid Protocol

Read More
...
23-05-10

Four ways to keep your intellectual property data secure

Read More
...
23-05-10

Halloween and Trademarks

Read More
...
23-05-10

10 Key Reasons Why Trademark Registration is Crucial for Businesses

Read More
...
23-05-10

Thanksgiving as a Trademark

Read More
...
23-05-10

Online Trademark Tools

Read More
...
23-05-10

Case: TWG TEA COMPANY PTE LTD VS MARIAGE FRÈRES, SOCIÉTÉ ANONYME

Read More
...
23-05-10

Valentine Themed Trademarks

Read More
...
23-05-10

Goods and services to protect your trademark on the metaverse

Read More
...
23-05-10

What is document legalization for trademark protection?

Read More
...
23-05-10

Intellectual property at technology companies - the case of Oracle and Google

Read More
...
23-05-10

Innovation and branding in the Pet food Industry

Read More
...
23-05-10

Federal trademarks vs State trademarks vs International trademarks in the USA

Read More
...
23-05-10

The Huda Beauty Brand

Read More
...
23-05-10

Temraza is Bringing Egyptian Fashion to a Global Audience

Read More
...
23-05-10

Zoho partners with Falak Investment to empower startups in Saudi Arabia

Read More
...
23-05-10

OKHTEIN an Egyptian Brand by a strong Duo Sister Leader

Read More
...
23-05-10

Egypt-based foodtech startup BONBELL raised Pre-seed funding

Read More
...
23-05-10

Trademark vs. Service Mark: Explained

Read More
...
23-05-10

Dubai Metaverse firm Everdome secures $10 million funding

Read More
...
23-05-10

What Exactly is a Trademark and Why is it Important?

Read More
...
23-05-10

Intellectual Property and World Cup

Read More
...
23-05-10

Startup Mindset: The Four types of Intellectual Property

Read More
...
23-05-10

The First Robot Lawyer in US courts

Read More
...
23-05-10

Can a dance move be considered a trademark?

Read More
...
23-05-10

The Entrepreneurial success of Disney - How Copyrights and trademarks turned into Billions of Dollars?

Read More
...
23-05-10

Protecting Your Brand: Why Are you putting your brand at risk?

Read More
...
23-05-10

Understanding the different elements of the STC brand in Saudi Arabia

Read More
...
23-05-10

Unveiling the Mystique: Decoding the Elements of Mamzi Brand in Egypt

Read More
...
23-05-10

The Golden Arches: The Evolution and Impact of McDonald's Trademark

Read More
...
23-05-10

Emirates Integrated Telecommunications Company (EITC): A Look at Its Different Brands and Trademark Protection

Read More
...
23-05-10

From Sponsorship to Social Responsibility: How SABIC Built Strong Brand Awareness in KSA

Read More
...
23-05-10

How Juhayna Built Strong Brand Awareness Among Restaurant Owners in Egypt

Read More
...
23-05-30

How Almarai Used Intellectual Property to Gain a Competitive Edge: A Guide for Restaurant Owners

Read More
...
23-05-30

Rocket Lawyer: How Intellectual Property Became a Competitive Advantage for the Company in Targeting Entrepreneurs

Read More
...
23-05-30

Integreight: How Intellectual Property Gives This Egyptian Tech Startup a Competitive Advantage

Read More
...
23-05-30

Building Brand Awareness in the UAE Technology Industry: The Success Story of Cisco

Read More
...
23-07-18

Trademark licensing - Monopoly sets an example of how legacy brands can keep up with changing customer preferences.

Read More
...
23-07-18

Tesla Motors' Trademark Troubles: Navigating Unregistered Issues

Read More
mouse

Curious to learn more?

Let's chat! Our team of experts are here to answer any questions you have, whether it is about licensing our technology or learning about the local trademark process.

Email us License our tech Set up a meeting