EU Trade Marks - No Break for KitKat: Société des produits Nestlé SA v Mondelez UK Holdings & Services Ltd.
Jane Lambert Court of Justice of the European Union (Judges L. Bay Larsen (President of the Chamber), J. Malenovský, M. Safjan, D. Šváby and M. Vilaras (Rapporteur)) Joined appeals C‑84/17 P, C‑85/17 P and C‑95/17 P, Société des produits Nestlé SA v Mondelez UK Holdings & Services Ltd. [2018] EUECJ C-84/17P, ECLI:EU:C:2018:596 25 July 2018 The issue before the Court of Justice of the European Union was whether it is necessary for a mark that is devoid of distinctive character to have acquired distinctiveness through use in each and every member state of the European Union in order to be registered as an EU trade mark, or whether it is enough to show that it has acquired distinctiveness through use in the EU as a whole. The Mark The mark that is the subject of this discussion is the 3-dimensional shape in the above photograph. It was registered by the Société des produits Nestlé SA ("Nestlé") as an EU trade mark for sweets, bakery products, pas