Wednesday, July 11, 2018

Sparkling Water At The Beach + Trademarks...

Trademarks at the beach...  Today's featured trademark is a can of SIMPLY BALANCED® black cherry sparking water, ironically and simply balanced in the steady hand of a local beach lifeguard at Will Rogers State Beach, in Pacific Palisades, Calif.

Turns out that SIMPLY BALANCED® is an in-house brand for both food and beverages owned by Target Brands, Inc. which operates the national chain of TARGET® stores.

A cursory search of the TESS trademark database at the USPTO shows at least two trademark registrations covering sparkling water in International Class 32.  One is in standard character format and another is in stylized format for the following design (which is also featured in use in the above photo):


One commentator recently opined that this TARGET® in-house brand is already cutting into the profit of industry sparkling water leader LA CROIX®.

Target started selling a line of flavored sparkling water through its in-house brand, Simply Balanced, a couple years ago."


Respectfully submitted,

William E. Maguire

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