Coke takes shape in U.K.

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Coca-Cola Co. has been granted the U.K.'s first three-dimensional trademark, giving it the exclusive right to its contour bottle. Coca-Cola will launch a glass contour bottle in U.K. supermarkets on a trial basis in October. Currently the contour bottle is available only in pubs in the U.K. Until the 1994 Trade Marks Act, three-dimensional shapes could not be registered in the U.K. The new law also permits sounds and smells to be registered as trademarks for the first time.

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