In Philip Morris Products SA v Japan Tobacco Inc (MCA (TA Distr) 64734-10-13, May 18 2014), in proceedings between two rival applications, the district court has affirmed on appeal a decision of the registrar of trademarks to proceed with the examination of a device mark containing the words 'activate freshness' for cigarettes in the name of Japan Tobacco Inc, and to refuse Philip Morris Products SA's application for a device mark containing the words 'activate' and 'fresh'. 

Want to read more?

Register to access two of our subscriber only articles per month

Subscribe for unlimited access to articles, in-depth analysis and research from the World Trademark Review experts

Already registered? Log in

What our customers are saying

The searchable online World Trademark Review database is a valuable research tool.

IP director
Maus Frères/Lacoste


Subscribe to World Trademark Review to receive access to the full range of trademark intelligence, insight, and case law, as well as our guides, rankings and daily market insight delivered to your inbox.

Why subscribe?

Share this article