Even though it's been sold in Japan for more than 50 years, Coca-Cola has only just received trademark recognition for its iconic bottle. The elongated hourglass bottle became a registered U.S. trademark in 1960 and is honored by Russia and China, among other nations.Coca-Cola began fighting for Japanese trademark registration of its "contour bottle" back in 2003. Other shapes associated with pop culture and American food, notably Kentucky Fried Chicken's Colonel Sanders, have won Japanese trademarks. What made the Coke case different is the fact that its bottle has no lettering whatsoever. In fact, it's the first bottle sans lettering to receive a trademark in that country.
For some reason this case begs the question: Is Sapporo's silver 22-ounce can a registered Japanese trademark? If not, it should be, I find the tapered can as evocative and iconic as Coca-Cola's classic bottle.
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