ip primer using_naked_cowboy_case_study google version

© 2008, 2012 Anthony Vella, Esq.

Rock & Roll, M & Ms®, and . . . . .a Naked Cowboy® ?

A Tale of Trademark Infringement

What Did Mars, Inc Do?

Naked Cowboy Sues Mars, inc

MARS IS THE MAKER OF M&Ms

• http://www.cnn.com/2008/CRIME/02/14/naked.cowboy/index.html#cnnSTCVideo

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Naked Cowboy® Word Mark

Int. CI.: 41Prior U.S. Cis.: 100, 101, and 107 Reg. No. 2,560,456United States Patent and Trademark Office Registered Apr. 9, 2002

SERVICE MARKPRINCIPAL REGISTER

NAKED COWBOY

Naked Cowboy® Design Mark

Registered Sep. 2, 2003United States Patent and Trademark Office

Reg. No. 2,760,208Int. Cl.: 25Prior U.S. Cls.: 22 and 39

TRADEMARKPRINCIPAL REGISTER

Did Mars Do Something Wrong?

The Naked Cowboy Had Federal Trademark Registrations.

Was There a Likelihood of Confusion with these trademarks or other intellectual property rights?

Trademarks & Rights of Celebrity:Issues in Naked Cowboy Case

• Trademark Law

• Rights of Celebrity (aka Publicity)

A Person Cannot Have Their Image Used For Commercial Purposes without

“Compensation” and/or “Authorization”

What is a Trademark?

What Can Be A Trademark?

What Can Be A Trademark?

What Can Be a Trademark?

http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/75934534.mp3

http://www.uspto.gov/web/offices/ac/ahrpa/opa/kids/soundex/72349496.mp3

“Scent” Can Be a Trademark

Trademark – Strong Protection

Arbitrary/Fanciful

• “Xerox” for Copiers

• “Baby Ruth” for Candy Bars

• “Apple” for Computer

Trademark Protection

• Descriptive – Weak o Computerlando Oatnuts

• Generic – No Valueo painto milko Aspirin (once an arbitrary/strong

trademark)

© 2008 Anthony Vella, Esq.

Damages

An “opening bid” in a high stakes settlement game . . .

“What in the wide, wide world of sports is a-goin' on here?”

http://wilstar.com/midi/worldofsports.wav

Blazing Saddles – Mel Brooks’ Movie

• The Naked Cowboy wants millions!!!!!

© 2008 Anthony Vella, Esq.

Acts of Infringement

Did Mars, Inc. Infringe IP Rights?

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Cease & Desist Letters

What to Do and What Not to Do. . . . . . . . . . . . . . .

What Mars Did?

Is There a Naked Cowboy in Your Future?

Have you cleared the advertisement?

Has the trademark been cleared before using it?

Are there other IP rights that have not been considered?

Morale of The Tale . . . .

Follow Best Practices before a Naked Cowboy® comes

Knocking

http://www.youtube.com/watch?v=5_swaxOidGU

Update – Settlement Reached

• November 8, 2008 (AP) . . . The Naked Cowboy® and Mars, Inc reached a settlement (terms undisclosed) of suit filed February 11, 2008