Smoking gum

Wrigley’s, already responsible for one of the classic Intellectual Property decisions with its Doublemint-case, is doubling down again. This time against Chi-Town Vapers, a company that sells e-cigarette liquids online. The main issue? The names of the vape liquid flavour: “Dbl Mint” and “Joosy Fruit”.

The Chicago-based candy giant filed a trademark infringement lawsuit, stating Chi-Town Vapers is copying its iconic gum brands ‘DoubleMint’ and ‘Juicy Fruit’ to market flavoured liquids used in electronic cigarettes.

Flavored vape liquids contain nicotine, which is inhaled through e-cigarettes as an alternative to smoking tobacco. Wrigley is not amused but this: “The use of popular candy brands in the marketing, sales and promotion of e-cigarettes is … grossly deceptive and irresponsible,” a Wrigley spokeswoman said.

But it gets worse: the flavored liquids, feature logos that copy the look and feel  the gum packaging, including green and yellow colors and the “double arrow” design.

Chi-Town Vapers also is selling a flavor on its website branded “Skiddles,” which is described as “a rainbow of flavors, very tasty like Skittles,” but that product is not named in the lawsuit.

 

Erwin Hauër

“Hope is not a strategy.”

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