Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Nestle loses Polo trademark appeal

By Published on .

[London] Nestle lost an attempt to trademark the shape of its Polo mint, ending a lengthy legal battle between the company and Mars in the U.K. courts. Nestle tried to trademark the Polo shape-round, with a hole in the center-without the word Polo embossed on it or any specific size or color. In January 2004 Mars objected to, and successfully blocked, Nestle's attempt in the U.K.'s High Court. Last week, Nestle lost its appeal against the decision when a judge threw the case out of court. Nestle is expected to reapply to register the trademark, but limit it to white only and the size of a traditional Polo mint.
Most Popular