That’s what they wondered at Pepsico, the number 2 in the global market of human colas. When the cola giant took a look at the website of Pet C Cola, they knew it: not only does the name Pet C Cola sound very similar to Pepsi-Cola, but the manufacturer of the dog cola has also been heavily “inspired” by Pepsi in the design of its logo.

Pet C Cola

Pepsi’s opposition

When the company behind the dog cola applied for trademark registration for the wordmark “Pet C Cola” in the US, it was met with opposition from Pepsico. Not surprisingly, the cola giant easily won the case, and Pet C Cola had to withdraw its registration. According to the US trademark office, consumers would immediately associate the brand “Pet C Cola” with the globally renowned brand Pepsi-Cola. This could potentially weaken the strength of the Pepsi-Cola brand and cause it to become diluted.

Logo is ‘eyebrow raising’

The trademark office heavily considered the choice of Pet C Cola to use a logo that closely resembled Pepsi’s. Although the logo was not included in the trademark registration, the trademark office believed it clearly demonstrated Pet C Cola’s intention to piggyback on the success of Pepsi. “Adoption of a color, font, and stylization with virtually identical elements to those used by Opposer for its PEPSI-COLA script mark is ‘eyebrow raising,'” stated the US trademark office. [Personally, I thought that this elegant Pepsi logo hadn’t been used for 60 years, but apparently it has been reintroduced since 2014, alongside the current Pepsi logo].

Pet C Cola


This case once again reinforces an important lesson in practice: stay away from well-known brands with your own brand. The scope of protection for well-known trademarks is extensive and often extends beyond a specific product category. Even if consumers would not be confused, you can still encounter legal issues. The mere dilution of a well-known brand is enough to constitute infringement.

Bas Kist