Analysis

Brands Are Turning Trademark Cease-And-Desists Into Ads

Law360, New York (December 6, 2017, 4:24 PM EST) -- Bud Light used an actor dressed as a medieval town crier last week to ask a Minnesota brewery to stop using the company’s trademarks, becoming the latest brand to transform a cease-and-desist into a marketing stunt.

The beer giant was apparently unhappy that Minneapolis-based Modist Brewery Co. had launched a new brew called Dilly Dilly Mosaic Double IPA, believing the name was pulled from Bud Light’s nonsensical “Dilly Dilly” ads that have become a viral sensation since they debuted in August.

So Bud Light sent a...
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