What happens when an expression within a trademark is reproduced by others? This is a situation that occurs in many trademark cases. In this matter, the expression JUST was found in other trademarks, which in the examiner’s view was sufficient justification to deny the trademark application. But the real question is whether the expression JUST is what provides distinctiveness or not. From this perspective, the initial refusal was appealed, showing that the coexistence of several trademarks with the same expression suggested the possibility of registration. The Trademark Office understood that sometimes, the coincidence of an expression is not a sufficient argument to deny a trademark. It recognized that coexistence was possible and that the consumer would not necessarily be affected, due to the additional elements. Thus, after 2 years, the client can finally introduce their products to the Colombian market. A refreshing decision and a new beer to enjoy.
