Cheerios’ Failed Case for Yellow Shows Why It’s So Hard for Brands to Trademark Colors

It’s bad enough for General Mills that Americans have been losing interest in breakfast cereal for the past decade or more, but the brand got more bad news last week when the Trademark Trial and Appeal Board rejected its application to trademark the use of yellow on Cheerios boxes.


The problem for the packaged-foods giant wasn’t so much that consumers didn’t recognize Cheerios’ famous yellow box; it was that too many other cereals were already using yellow on their boxes. Shoppers who are “accustomed to seeing numerous brands from different sources offered in yellow packaging are unlikely to be conditioned to perceive yellow packaging as an indicator of a unique source,” wrote Judge Anthony R. Masiello in his decision. “Rather, they are more likely to view yellow packaging simply as eye-catching ornamentation customarily used for the packaging of breakfast cereals generally.”

Read more at AdWeek:



Yelp Tries Custom Audiences Push in Bid For Facebook, Google Ad Dollars

Marketers can now reach Yelp users on apps and websites that aren’t operated by Yelp.

The business-review site partnered with data management platform LiveRamp to make the location and search activity for its 100 million users available to advertisers. The move allows marketers to create custom audience segments in similar fashion to Facebook and its Audience Network.


With Yelp Local Audiences, advertisers will now be able to isolate data segments based on categories like brand interest or attributes as well as geographical data, said Drew Canniff, regional VP of agency sales at Yelp. People who search for car dealerships, or restaurants based on price, for example, can be carved out into segments.

Read more at AdAge:


The New Rules of Fast Food Marketing

Facing steep competition from health-focused fast-casual chains and increased advertising restrictions from governmental bodies, fast-food marketing is changing tack. Stylus highlight the strategies brands are deploying to stay relevant.


Read more & download the full PDF version at Stylus:

The new rules on junk food ads: What marketers need to know


The new ASA rules, which come into force tomorrow (1 July), will ban ads for high fat, salt and sugar (HFSS) products in all children’s media including YouTube, Facebook and Twitter.

Continue reading

Oreo Sets Wonder Vault Bot Loose; Reintros Oreo O’s Cereal

Screen Shot 2017-06-07 at 2.06.34 AM.png

Last month, Oreo launched its own crowdsourced flavors contest, #MyOreoCreation, in conjunction with the release of a “Firework” limited-edition flavor.Three finalist flavors will be in stores next May, followed by determination of the winner in July through consumer voting. The winner will receive $500,000 and get to preview unreleased Oreo products.

Continue reading