Coke Loses European Bottle Trademark Case

(RTTNews) - Coca-Cola Co.'s (KO) attempt to win European Union trademark protection for its "iconic" bottle failed after the EU judges felt that the bottle was no different "from other bottles available on the market."

The company had introduced a flat surfaced bottle but European Union authorities rejected its trade mark request as they said the new design lacked any "distinctive character."

Coca-Cola then challenged the decision in the court, however, the General Court of the EU, the bloc's second highest court, ruled that the shape of the bottle "is like the majority of bottles on the market."

"The General Court finds that the sign at issue is devoid of the distinctive character required for registration under the Community trade mark regulation," it said. "In those circumstances, the General Court dismisses in its entirety the action brought by Coca-Cola."

Coca-Cola can now have the option to appeal to the European Court of Justice, the highest court in European Union.