To:
`
`Subject:
`
`Sent:
`
`Sent As:
`
`Attachments:
`
`Leticia Fernandez (ews@stieflerlaw.com)
`
`TRADEMARK APPLICATION NO. 78645887 - MAMA GOT MILK! - N/A
`
`8/28/2006 3:52:10 PM
`
`ECOM102@USPTO.GOV
`
`Attachment - 1
`Attachment - 2
`Attachment - 3
`Attachment - 4
`Attachment - 5
`Attachment - 6
`Attachment - 7
`Attachment - 8
`Attachment - 9
`Attachment - 10
`Attachment - 11
`Attachment - 12
`Attachment - 13
`Attachment - 14
`Attachment - 15
`Attachment - 16
`Attachment - 17
`Attachment - 18
`Attachment - 19
`Attachment - 20
`Attachment - 21
`Attachment - 22
`
`[Important Email Information]
`UNITED STATES PATENT AND TRADEMARK OFFICE
`
`(cid:160) (cid:160)(cid:160)(cid:160) SERIAL NO:(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)
`(cid:160) (cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)
`(cid:160)(cid:160)(cid:160)(cid:160) APPLICANT:(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)
`
`Leticia Fernandez
`
`78/645887
`
`*78645887*
`
`RETURN ADDRESS:(cid:160)
`Commissioner for Trademarks
`P.O. Box 1451
`Alexandria, VA 22313-1451
`
`(cid:160)(cid:160)(cid:160) CORRESPONDENT ADDRESS:
`(cid:160) Ellen W. Stiefler
`(cid:160) Stiefler Law Group PC
`(cid:160) 3525 Del Mar Heights Rd, #111
`(cid:160) San Diego CA 92130-2122
`(cid:160)
`
`(cid:160) (cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160) MARK:(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160) MAMA GOT MILK!
`(cid:160) (cid:160)(cid:160)(cid:160)(cid:160)(cid:160) CORRESPONDENT’S REFERENCE/DOCKET NO :(cid:160)(cid:160) N/A
`(cid:160)(cid:160)(cid:160)(cid:160) CORRESPONDENT EMAIL ADDRESS:(cid:160)(cid:160) ews@stieflerlaw.com
`
`Please provide in all correspondence:
`
`(cid:160)1
`
`.(cid:160) Filing date, serial number, mark and
`applicant's name.
`(cid:160)(cid:160)(cid:160)(cid:160)
`2.(cid:160) Date of this Office Action.
`3.(cid:160) Examining Attorney's name and
`(cid:160)(cid:160)(cid:160)(cid:160) Law Office number.
`4. Your
`telephone number and e-mail
`address.
`
`(cid:160)(cid:160)(cid:160)
`
`

`
`OFFICE ACTION
`
`(cid:160)R
`
`ESPONSE TIME LIMIT:(cid:160) TO AVOID ABANDONMENT, THE OFFICE MUST RECEIVE A PROPER RESPONSE TO THIS OFFICE
`ACTION WITHIN 6 MONTHS OF THE MAILING OR E-MAILING DATE.(cid:160)(cid:160)
`MAILING/E-MAILING DATE INFORMATION:(cid:160) If the mailing or e-mailing date of this Office action does not appear above, this
`information can be obtained by visiting the USPTO website at http://tarr.uspto.gov/, inserting the application serial number, and viewing the
`prosecution history for the mailing date of the most recently issued Office communication.
`
`(cid:160)S
`
`erial Number(cid:160) 78/645887
`
`STATUS
`This letter is in response to the applicant’s communication filed on August 17, 2006. (cid:160) Therein, the applicant: 1) submitted arguments traversing
`the refusal for likelihood of confusion under Section 2(d) of the Trademark Act; 2) responded to the refusal under Section 2(a) for false
`suggestion of a connection; and 3) amended the identification of goods.(cid:160) Number 3 is acceptable.
`
`(cid:160)L
`
`ikelihood of Confusion
`Registration was refused under Trademark Act Section 2(d), 15 U.S.C. Section 1052(d), because the mark for which registration is sought so
`resembles the mark shown in U.S. Registration Nos. 1903870 and 2689741 as to be likely, when used on or in connection with the identified
`goods, to cause confusion, or to cause mistake, or to deceive.
`
`(cid:160)T
`
`he examining attorney has considered the applicant's arguments carefully but has found them unpersuasive.(cid:160) For the reasons below, the refusal
`under Section 2(d) is maintained and made FINAL.
`
`(cid:160)T
`
`he mere addition of a term to a registered mark does not obviate the similarity between the marks nor does it overcome a likelihood of
`confusion under Section 2(d).(cid:160) In re Chatam International Inc., 380 F.3d 1340, 71 USPQ2d 1944 (Fed. Cir. 2004) (“GASPAR’S ALE and
`“JOSE GASPAR GOLD”); Coca-Cola Bottling Co. v. Joseph E. Seagram & Sons, Inc., 526 F.2d 556, 188 USPQ 105 (C.C.P.A. 1975)
`(“BENGAL” and “BENGAL LANCER”); Lilly Pulitzer, Inc. v. Lilli Ann Corp., 376 F.2d 324, 153 USPQ 406 (C.C.P.A. 1967) (“THE
`LILLY” and “LILLI ANN”); In re El Torito Rests. Inc., 9 USPQ2d 2002 (TTAB 1988) (“MACHO” and “MACHO COMBOS”); In re United
`States Shoe Corp., 229 USPQ 707 (TTAB 1985) (“CAREER IMAGE” and “CREST CAREER IMAGES”); In re Corning Glass Works, 229
`USPQ 65 (TTAB 1985) (“CONFIRM” and “CONFIRMCELLS”); In re Riddle, 225 USPQ 630 (TTAB 1985) (“ACCUTUNE” and
`“RICHARD PETTY’S ACCU TUNE”); In re Cosvetic Laboratories, Inc., 202 USPQ 842 (TTAB 1979) (“HEAD START” and “HEAD
`START COSVETIC”); TMEP §1207.01(b)(iii).
`
`(cid:160)A
`
`pplicant argues that the commercial impression and meaning of the mark is changed merely because of the addition of the term “MAMA’S”
`to registrant’s mark. (cid:160) This argument is unpersuasive.(cid:160) Applicant’s use of its mark on diaper bags and whatever other baby products it has
`deleted from the application is no different than registrant’s use on a variety of promotional products including baby clothing. (cid:160) (See attached
`baby products for GOT MILK?).(cid:160) Applicant has merely added a single term to the registered mark.(cid:160) The difference in punctuation is minimal.
`And, not coincidentally, Applicant is using the exact same font and stylization as the registrant uses in its advertising and products.(cid:160) Providing
`
`further conflict between the marks.(cid:160)(cid:160)
`
`Applicant also argues that the goods of the parties are so different that confusion is unlikely.(cid:160) However, registrant provides association services
`and promotes the sale of milk through a wide variety of promotional items that include baby products.(cid:160) (See attached).(cid:160) Additionally, the fact that
`the goods of the parties differ is not controlling in determining likelihood of confusion.(cid:160) The issue is not likelihood of confusion between
`particular goods, but likelihood of confusion as to the source of those goods.(cid:160) In re Shell Oil Co., 992 F.2d 1204, 1208, 26 USPQ2d 1687, 1690
`(Fed. Cir. 1993), and cases cited therein.(cid:160) Consumers are likely to be confused that Applicant’s goods originate from Registrant.
`
`(cid:160)A
`
`pplicant’s argument that the channels of trade will be different between the good and services of the parties is without evidence and
`unpersuasive.(cid:160) The well-known “GOT MILK?” promotion is marketed through commercials and promotional items to all consumers. (cid:160) The
`
`promotion attempts to get everyone to understand the health benefits of milk, including pregnant women and mothers of babies and toddlers.(cid:160)(cid:160)(cid:160)(cid:160)
`
`The fame of a registered mark is also a factor to be considered in determining likelihood of confusion. In re E. I. du Pont de Nemours & Co., 476
`F.2d 1357, 1361, 177 USPQ 563, 567 (C.C.P.A. 1973). Famous marks enjoy a wide latitude of legal protection because they are more likely to be
`remembered and associated in the public mind than a weaker mark. Palm Bay Imports, Inc. v. Veuve Clicquot Ponsardin Maison Fondee en
`1772, 396 F.3d 1369, 1374, 73 USPQ2d 1689, 1694 (Fed. Cir. 2005); Bose Corp. v. QSC Audio Products Inc., 293 F.3d 1367, 63 USPQ2d 1303
`(Fed. Cir. 2002) (Trademark Trial and Appeal Board erred in discounting the fame of opposer's marks ACOUSTIC WAVE and WAVE); Recot,
`Inc. v. M.C. Becton, 214 F.3d 1322, 1327, 54 USPQ2d 1894, 1897 (Fed. Cir. 2000) (Board erred in limiting the weight accorded to the fame of
`opposer's FRITO-LAY mark); Kenner Parker Toys Inc. v. Rose Art Industries, Inc., 963 F.2d 350, 352, 22 USPQ2d 1453, 1456 (Fed. Cir. 1992),
`cert. denied, 506 U.S. 862 (1992) (Board erred in discounting the fame of opposer's mark PLAY-DOH). The Court of Appeals for the Federal
`Circuit has stated:
`
`(cid:160)
`(cid:160)
`

`
`[A] mark with extensive public recognition and renown deserves and receives more legal protection than an obscure or weak mark.
`
`(cid:160)A
`
`chieving fame for a mark in a marketplace where countless symbols clamor for public attention often requires a very distinct
`mark, enormous advertising investments, and a product of lasting value. After earning fame, a mark benefits not only its owner,
`but the consumers who rely on the symbols to identify the source of a desired product. Both the mark's fame and the consumer's
`trust in that symbol, however, are subject to exploitation by free riders.
`
`Kenner Parker Toys, 963 F.2d at 353, 22 USPQ2d at 1456.
`
`(cid:160)R
`
`egistrant’s mark is a highly famous mark that deserves a wide latitude of legal protection. (cid:160) The registered mark has been in use for over ten
`years and is highly recognizable.(cid:160) As evidence, the examining attorney has attached several web pages providing examples of the commercials
`and the many celebrities used in the GOT MILK? advertisements.(cid:160) (See attached web pages).(cid:160) According to their website, the campaign has over
`90% awareness and the tag line has been licensed to dairy boards across the U.S. since 1995.(cid:160) “GOT MILK? is a powerful property and has been
`licensed on a range of consumer goods including Barbie dolls®, Hot Wheels®, baby and teen apparel and kitchen ware.(cid:160) (See attached wikipedia
`web page).
`
`(cid:160)B
`
`ecause of the famousness of registrant’s mark and the wide variety of goods with which it may be used, confusion as to the source of applicant
`
`and registrant’s goods is highly likely. (cid:160)(cid:160)
`False Suggestion of a Connection
`For the reasons stated below, the refusal for false suggestion of a connection with the famous mark is herein made FINAL.(cid:160) Applicant’s sole
`argument in response to this refusal is that it will be use only “on diaper bags so the farthest connotation connected with milk would be for
`bottles of formula or breast milk being given to babies.” (cid:160) “Milk is not given to babies – only lactose formula, which is not milk, soy or other
`non-lactose formula, or breast milk is given to babies, so in fact MAMA GOT MILK as it will be used will be almost diametrically opposite to
`the uses of the Registrant’s mark.” (cid:160) (See Applicant’s response). (cid:160) This argument is unpersuasive and without evidentiary support.(cid:160) The mark
`will be used on diaper bags much like “GOT MILK?” will be used on a variety of goods including baby items. (cid:160) Applicant’s mark used on
`diaper bags may connote that the mother is providing the health benefits of whole milk by carrying regular cow’s milk in the bottle
`compartment of the diaper bag.(cid:160) Babies and toddlers in diapers are not limited to breast milk or lactose formula.(cid:160) Toddlers in diapers can drink
`and do drink plenty of whole milk.(cid:160) Otherwise, registrant’s use of the mark on baby gear would be a contradiction. (cid:160) Additionally, Applicant’s
`
`mark in no way connotes breast milk or infant formula.(cid:160)(cid:160)
`
`In this case, Applicant’s use of an identical font appears to be intent to trade upon the goodwill that registrant has established. (cid:160) The fact that
`applicant did not intend to adopt the name of, or trade upon the goodwill of, the named person or institution does not obviate a false connection
`refusal.(cid:160) Trademark Act Section 2(a) does not require such intent.(cid:160) See, e.g., Consolidated Natural Gas v. CNG Fuel Systems, Ltd., 228 USPQ
`753 (TTAB 1985); S&L Acquisition Co., v. Helene Arpels Inc., 9 USPQ2d 1221 (TTAB 1987).(cid:160) However, evidence of such intent is highly
`probative that the public will make the intended false connection.(cid:160) University of Notre Dame du Lac v. J.C. Gourmet Food Imports Co., 703 F.2d
`1372, 217 USPQ 505 (Fed. Cir. 1983).
`
`(cid:160)F
`
`inal Response
`If applicant fails to respond to this final action within six months of the mailing date, the application will be abandoned.(cid:160) 15 U.S.C. §1062(b); 37
`
`C.F.R. §2.65(a).(cid:160) Applicant may respond to this final action by:(cid:160)(cid:160)
`
`(1)(cid:160)(cid:160) submitting a response that fully satisfies all outstanding requirements, if feasible (37 C.F.R. §2.64(a)); and/or
`
`(2)(cid:160)(cid:160) filing an appeal to the Trademark Trial and Appeal Board, with an appeal fee of $100 per class (37 C.F.R. §§2.6(a)(18) and 2.64(a);
`TMEP §§715.01 and 1501 et seq.; TBMP Chapter 1200).
`
`(cid:160)I
`
`n certain circumstances, a petition to the Director may be filed to review a final action that is limited to procedural issues, pursuant to 37 C.F.R.
`§2.63(b)(2).(cid:160) 37 C.F.R. §2.64(a).(cid:160) See 37 C.F.R. §2.146(b), TMEP §1704, and TBMP Chapter 1201.05 for an explanation of petitionable matters.(cid:160)
`The petition fee is $100.(cid:160) 37 C.F.R. §2.6(a)(15).
`
`(cid:160)I
`
`f the applicant has any questions or needs assistance in responding to this Office action, please telephone the assigned examining attorney.(cid:160)
`Thank you.
`
`(cid:160)M
`
`ichael Webster
`Examining Attorney
`USPTO Law Office 102
`571-272-9266
`
`(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)
`
`(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)(cid:160)
`
`/Michael Webster/
`
`(cid:160)
`(cid:160)
`

`
`HOW TO RESPOND TO THIS OFFICE ACTION:
`ONLINE RESPONSE:(cid:160) You may respond using the Office’s Trademark Electronic Application System (TEAS) Response to Office action
`form available on our website at http://www.uspto.gov/teas/index.html.(cid:160) If the Office action issued via e-mail, you must wait 72 hours
`after receipt of the Office action to respond via TEAS.(cid:160) NOTE:(cid:160) Do not respond by e-mail.(cid:160) THE USPTO WILL NOT ACCEPT AN
`E-MAILED RESPONSE.
`REGULAR MAIL RESPONSE:(cid:160) To respond by regular mail, your response should be sent to the mailing return address above, and
`include the serial number, law office number, and examining attorney’s name. (cid:160) NOTE:(cid:160) The filing date of the response will be the date
`of receipt in the Office, not the postmarked date.(cid:160) To ensure your response is timely, use a certificate of mailing.(cid:160) 37 C.F.R. §2.197.
`
`(cid:160)S
`
`TATUS OF APPLICATION: To check the status of your application, visit the Office’s Trademark Applications and Registrations Retrieval
`(TARR) system at http://tarr.uspto.gov.
`
`(cid:160)V
`
`IEW APPLICATION DOCUMENTS ONLINE: Documents in the electronic file for pending applications can be viewed and downloaded
`online at http://portal.uspto.gov/external/portal/tow.
`
`(cid:160)G
`
`ENERAL TRADEMARK INFORMATION: For general information about trademarks, please visit the Office’s website at
`http://www.uspto.gov/main/trademarks.htm
`
`(cid:160)F
`
`OR INQUIRIES OR QUESTIONS ABOUT THIS OFFICE ACTION, PLEASE CONTACT THE ASSIGNED EXAMINING
`ATTORNEY SPECIFIED ABOVE.
`
`(cid:160)(cid:160)
`(cid:160)
`

`
`(cid:160) N
`
`(cid:160)I
`
`ote:
`
`n order to avoid size limitation constraints on large e-mail messages, this Office Action has been split into 3 smaller e-mail messages.(cid:160) The
`Office Action in its entirety consists of this message as well as the following attachments that you will receive in separate messages:
`
`Email 1 includes the following 11 attachments(cid:160)(cid:160)
`
`1. babygear1(cid:160)(cid:160)
`
`2. babygear2(cid:160)(cid:160)
`
`3. babygear3(cid:160)(cid:160)
`
`4. babygear4(cid:160)(cid:160)
`
`5. babygear5(cid:160)(cid:160)
`
`6. babygear6(cid:160)(cid:160)
`
`7. products(cid:160)(cid:160)
`
`8. prouducts2(cid:160)(cid:160)
`
`9. products3(cid:160)(cid:160)
`
`10. products4(cid:160)(cid:160)
`
`11. products6(cid:160)(cid:160)(cid:160)
`
`Email 2 includes the following 10 attachments(cid:160)(cid:160)
`
`1. products5(cid:160)(cid:160)
`
`2. gotmilk-1(cid:160)(cid:160)
`
`3. gotmilk-2(cid:160)(cid:160)
`
`4. gotmilk2(cid:160)(cid:160)
`
`5. famousness-1(cid:160)(cid:160)
`
`6. famousness-2(cid:160)(cid:160)
`
`7. famousness-3(cid:160)(cid:160)
`
`8. famousness-4(cid:160)(cid:160)
`
`9. famousness-5(cid:160)(cid:160)
`
`10. famousness-6(cid:160)(cid:160)(cid:160)
`
`Email 3 includes the following 1 attachment(cid:160)(cid:160)
`
`1. gotmilk3(cid:160)(cid:160)(cid:160)
`
`Please ensure that you receive all of the aforementioned attachments, and if you do not, please contact the assigned-examining attorney.
`
`(cid:160)
`(cid:160)(cid:160)(cid:160)(cid:160)
`

`
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`Got Milk?
`From Wikipedia, the free encyclopedia
`
`& Sign in I create account
`
`Vourconfinued dorrafions lareep Wikipedia running.-'
`
`Got Milk? is a US. advertising campaign encouraging the purchase ofcow's milk which
`was created by the agency Goodby Silverstein 8; Partners forthe California Milk Board in
`1993 and later licensed for use by milk processors (the Milk Processor Education Program)
`and dairy farmers (Dairy Management lnc.).
`It has been running since October 1993. The
`campaign is credited with resuscitating milk sales nationwide alter a 20-year slump.
`
`The original TV commercials featured ordinary people in various situations involving dry or
`sticky foods and treats such as peanut butter and cookies. The person then finds himselfin
`a disastrous situation due to an overfull mouth and a distinct lack of milk. The commercial
`would then end with the words: "Got Milk?"
`
`It featured a hapless
`The first Got Milk? ad, titled "Aaron Burr," aired in October 1993.
`history buffwho could not answer a radio station's trivia question ("Who shot Alexander
`Hamilton in that famous duel?") because his mouth was full of peanut butter and his answer
`was unintelligible. He had run out of milk and was unable to wash it down in time to win a
`$10,000 prize.
`
`The ad, directed by Hollywood director Michael Bay, dominated the advertising industry's
`award circuit in 19921.
`In 2DD2, the ad was named one ofthe ten best commercials ofall time
`by a USA Today.com poll, and was run again nationwide that same year.
`It has since been
`featured in numerous books on advertising and is being used in case studies at top—flight
`MBA programs around the country.
`
`uni mill-i?
`
`Yasmine Bleeth's example of a "Got Milk" ad
`
`El
`
`The ad campaign's second phase included celebrities from the fields ofsports, media and
`entertainment, as well as fictional characters from TV and film such as The Bimpsons and Batman, posing in print advertisements sporting a
`painted—on "milk moustache," employing the slogan, "Where's your moustache?." Later ads returned to the older and better—known, "Got
`Milk?" slogan. Photographer Michael Stahlschmidt, who's work involving soccer star Mia Hamm is famous, featured both Mia and fellow US
`National Team soccer star.Joy Fawcette in the campaign.
`
`|n199B,Ballantine Books, a subsidiary ofBandom House, published The i'l='l.I'i'k Moustache Book [1]i§ containing many ofthe popular ads.
`
`_
`..
`_ _ _
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`he line, which is trademarked by the California Milk Board, has been widely
`parodied by grou
`ps championing a variety of causes.
`
`
`
`
`
`In 2305, the Got Milk? campaign went af