Unilever’s Viennetta

Unilever’s Viennetta

Unilever’s trademark for the shape of the Viennetta ice-gateau was refused by the Swedish Patent and Registration Office. Upon appeal, it was then found that although the mark lacked inherent distinctiveness, the shape of the ice-gateau had acquired distinctiveness through long use. A market survey showed that 90% of respondents recognized the shape and 70% could name the manufacturer.