The court has found that the Vittoria jar is not deceptively similar to the Moccona shape.
👉 Background: Moccona coffee has been around since 1753 and is owned by Jacobs Douwe Egberts, the second-largest coffee company in the whole world.
👉 What happened: In mid-2023, Moccona took Vittoria coffee to court - Australia’s largest independent coffee company. Moccona claimed that Vittoria has selling their coffee in a glass jar that is deceptively similar to Moccona's glass jar. They claimed that customers might pick up a Vittoria glass jar, mistaking it for Moccona glass jar.
👉 What else: But now, after nearly two years, a court has found that the Vittoria jar is not deceptively similar to the Moccona shape. And Vittoria is claiming this is a David vs Goliath type win. But clearly, Moccona takes the shape of its 400 gram coffee jar VERY seriously.
💡A trademark is a symbol, word or phrase that helps to uniquely identify a specific brand. Think: Nike’s swoosh logo, the Maccas golden arches, or “Oh what a feeling. Toyota”.
💡Trademarks help companies build their brand recognition and loyalty with customer - so it makes sense that companies want to protect their trademark so others won’t benefit off their hard work.
💡For example, Adidas sued Forever 21 for using its three-stripe design on clothing and claimed that this was deceiving customers into believing it was an Adidas product. But, while Moccona’s glass jar shape is trademarked, Vittoria’s glass just wasn't seen to be deceptively similar.
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