William Hansen was quoted in the Trademarks & Brands Online article "Coca-Cola Applies To Trademark Hashtag Slogans." Full text can be found in the January 6, 2015, issue, but a synopsis is below.
Coca-Cola has filed two trademark applications covering Twitter hashtags, '#cokecanpics' and '#smilewithacoke'.
William Hansen believes the move is an attempt to "protect a major marketing campaign centred on social media", and predicts the slogans are "likely to be prominently displayed on Coke cans and bottles, which will develop a brand significance."
Hansen explains that he does expect other brands to "copy" these attempts to register a Twitter hashtag as a trademark, but added that the "collateral registrations" will benefit Coca-Cola's social media marketing campaigns.
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