Did you know that besides the name and tagline, Nestle has
also tried to trademark the SHAPE of its popular chocolate, Kit Kat?
Nestle & Mondelez have been involved in a legal battle
for years over the shape of Nestle’s Kit Kat bars. Mondelez has thwarted every
attempt or appeal by Nestle to trademark the distinctive four-finger shape. The
latest round in this battle, which concluded in May 2017, saw Mondelez as the
Why so much hoopla over shape though? A product’s SHAPE is a
distinct part of its BRAND IDENTITY. Think of Coca Cola – you will have
immediately pictured the distinctly curvy bottle. In fact, if someone removed the
label off a Coca Cola bottle, you would still recognize the brand simply by its
Look around you. You're sure to find products that have such a distinct shape, that you don't need a wrapper or label to remind you of the name. Toblerone chocolates. Volkswagen Beatle cars. Post in the comments below if you can think of any others :)
Konversations Pro Team
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