How Taco Bell turned a trademark fight into a marketing campaign

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Taco Bell Launches a Full Marketing Campaign Around the Taco Tuesday Trademark Battle

In most cases, the pursuit of good vibes isn’t enough to overturn a trademark — but Taco Bell is certainly trying.

The popular fast-food chain has set its eyes on the term “Taco Tuesdays,” which it wants to use freely to promote sales Rejoice among taco lovers. There’s just one problem.

Although the phrase is often used colloquially, it is actually a registered trademark owned by Wyoming-based chain Taco Johns and has been since 1989.

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On May 16, Taco Bell announced a petition The USPTO requested a reversal of the trademark, claiming that the term was too generic and widely used to retain Taco John’s rights. Taco Bell claims that the goal in this filing is to “liberate” the term for any and all restaurants to use freely.

This isn’t the first time “Taco Tuesday” has been involved in a trademark dispute.

In 2019 LeBron James attempted to trademark the term but was rejected By PTO because it was very widely used. Naturally, James issued a statement are supporting Taco Bell’s efforts to overturn the trademark and are now starring in the company’s latest ad.

Through company statementThe public petition On, and partnering with James, the liberation of “Taco Tuesdays” feels more like a marketing campaign than a legal pursuit.

However, Taco John’s isn’t taking the challenge lying down. The company released a (hilariously petty) statement In response Taco Bell announced a new Tuesday special offering two tacos for $2.

In the statement, Taco John’s CEO Jim Creel says, “I want to thank our worthy competitors at Taco Bell for reminding everyone that Taco Tuesday is best celebrated at Taco Johns®.”

We anxiously await the USPTO’s response to this taco saga…

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