Business
Business

Coke reportedly gets more than zero in trademark case

By Matt Kempner
June 2, 2016

Coca-Cola appears to have scored a partial win in its battle for dibs on the word “zero.”

Coke has tried for years to get exclusivity to use "zero" on beverages. Recently, the federal Trademark Trial and Appeal Board ruled that while Coke can register "zero" for non-calorie drinks such as Coca-Cola Zero, other makers of zero-calorie drinks also can use the word, according to a report in The Wall Street Journal.

All of which means that the word battle may not be over.

Lots of other companies have used number names before, of course. But while Coke is a marketing titan, it doesn't have quite the marketing hold on "zero" that you might expect. Find out more in this Unofficial Business column on myAJC.com

About the Author

Matt Kempner is an award-winning journalist who seeks out intriguing twists about people and subjects beyond what the AJC might typically cover. A former columnist and editor, his past assignments have included business investigations, energy, the economy, entrepreneurs, big business, consumer spending, politics, government and the environment.

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