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Estta705404 10/29/2015 in the United States Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov ESTTA Tracking number: ESTTA705404 Filing date: 10/29/2015 IN THE UNITED STATES PATENT AND TRADEMARK OFFICE BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD Proceeding 91190827 Party Plaintiff Luxco, Inc. Correspondence MICHAEL R ANNIS Address HUSCH BLACKWELL SANDERS LLP 190 CARONDELET PLAZA , STE 600 ST LOUIS, MO 63105 UNITED STATES [email protected], [email protected], [email protected], [email protected] Submission Testimony For Plaintiff Filer's Name Andrew R. Gilfoil Filer's e-mail [email protected] Signature /s/ Andrew R. Gilfoil Date 10/29/2015 Attachments PART_2_OF_4_-_Wilcox.PDF(5037163 bytes ) Exhibit 1 ｔｾｱｵｩｬ｡＠ Labels - Juarez/Jose Cuervo Exhibit 2 Various tequila brand labels I I Exhibit 3 Go Texan Logo Placement and Use Information GO rrxAN. GOIDAN. GO TEXAN. GO TEXAH. GQ iEXAtl. GO TEXAtl. PU,S484 PMS 485 BI;d 4 Cdm '(dIu.'4 .g hv ＴＨｯ ﾷ ｯｲｾ ｆＮ･､＠ 4Ｈｾｲ＠ OrQo}14 gl-.,;' ｫｾｫ＠ LVII r"i..(;i ｾ ｜ ｾ ｬｴｉｬｦｊｊＮＯＮＨ ｨｬ［ Ｌ＠ n!fj.w ｾ｜ ｔａＮ ＭＱｨ＠ ｬ ｾ＠ ｈＢＧｾ ｬ＠ 1111111t!1.c,! f'( \miAO II '. J POLLOY! US011 TW ITTER ｾ＠ 1""5) BECOME AFAll OJI FACEBOOK li4\ ｾ ｟＠ twitter.com/TexasFood facebook.comlTexasFood ｾ＠ GO TEXAN LOGO REQUIREMENTS: The GO TEXAN logo can be used on product packaging and promotional materials, including brochures, Web sites, flyers, point-of-purchase items, catalogs, advertisements, etc., for any product that qualifies for membership under the GO TEXAN eligibility niles. Gift basket companies can use the logo on gift baskets complised of GO TEXAN products. Associate members can use the logo when promoting GO TEXAN member products. The logo is a registered certification mark and the design should not be altered in any way. The words "GO TEXAN" must always appear as part of the logo and the font must always be Futu:ra Condensed Extra Bold. Source: http://ww}l..agr.state.tx.us/gt!channeZ/render/items/O.121 8,1670_1712_0_1 707, OO.htinl Appendix A Print tequila advertisements were analyzed from a 10% systematic sampling of Rolling Stone magazine and Gentlemen's Quarterly (GQ) magazine for the years 2005-2009. From this sample, 20 tequila advertisements were examined. The analysis is discussed below, but ftrst the data collection procedure will be outlined. Two magazines were chosen because of they publish a high amount of alcohol advertisements: 1) Rolling Stone magazine (462 alcohol advertisements for the years 2005-2008) and GQ magazine (453 alcohol advertisements for the years 2005-2008). Two other magazines with high outputs of alcohol adveliisements include Playboy (395 ads for 2005-2008) and Sports Illustrated (425 ads for 2005-2008), however, they were not used for this analysis because Sports Illustrated alcohol adveliisements are primarily beer and vodka ads, and back-issues of Playboy were not ali accessible resource. Rolling Stone is a bi-monthly publication. Therefore, it produces rougbly 26 issues each year (not including special installments). Over ftve years, Rolling Stone published about 130 issues. GQ is a montbly publication. So, it produces 12 issues a year and over ftve years, this comes to 60 issues. Using the "issue" as a unit of analysis for the content analysis, there are 190 units for the population universe. With the goal of acquiring a 10% sample of the universe, 20 issues were selected for analysis. Using a systematic sampling method (with k = 13 from a random number table), 20 issues of the 190 data points were selected for analysis. Four of these 20 issues were from GQ (January 2006; Febmmy 2007; March 2008; April 2009) and the other 16 were taken from Rolling Stone"(Febr:ualY, June, August and December end-of-month issues for 2005, 2006, and 2007 and Jlme and December end-of-month issues for 2008 and 2009). This 10% sampling only yielded three tequila advertisements. Thei"efore, a purposive sample was subsequently generated by looking tln'ough issues that were sun-ounding the dates selected, and a few random issues were assessed as well. From all of this, 20 tequila advertisements were found. Their summalY is in Figure 1 of this Appendix. " Thllieen of the 20 ads were for the tequila brand Patron. The ads varied slightly from issue to issue in telIDS of copy, but they had a consistent fonnat, and the only place on these ads that indicated that this product was "Made in Mexico" was the phrase "Hecho en Mexico" on the product label in the ad. The font for this phrase is very small and discrete. Consumers reading these ads would not be inclined to remember this phrase after being exposed to the advertisement. Four ofthe 20 ads were for the tequila brand Jose Cuervo. Much like the Patron ads, the phrase "Hecho en Mexico" appears only on the product label advertised. On only one ad, the last Jose Cuervo ad in Figure 1 (Rolling Stone 91612007), one can see that the "Hecho en Mexico" phrase also appears underneath the logo, and it is in a much larger font. For this advertisement only, the phrase "Made in Mexico" is a part ofthe adveliisement, not the label. Two of the 20 ads were for fue tequila brand Don Julio. The first ad in Figure 1 (GQ September 2005) has an implied "Made in Mexico" image, and but does not explicitly state this phrase in any form in the ad. The second Don Julio ad (GQ J anualY 2007) communicates information that Don Julio is a product of Mexico three tinles throughout the ad copy: 1). "The hue flavor of Mexico isn'tfound in a toul'ist book" 2). "There's a Mexico where craftsmanship and passion come together to create Mexico's No.l ultra-premium teqUila." 3). "Taste the Mexico you don't know." One of the 20 advertisements is for the tequila brand Cabo Uno. In velY small print, the advertisement says the product is imported, but does not state from which country. Figure 1 - Summary of Advertisements Ad Magazine Publication Page Brand # Date # 1 GQ 9/2005 299 Don Julio 2 GQ 112006 33 Anejo Patron 3 GQ 1/2007 43 Don Juilio 4 GQ 3/2007 189 Jose Cuervo 5 GQ 6/2009 63 Silver Patron 6 Rolling 5/18/2006 79 Silver Patron Stone 7 Rolling 6/15/2006 1-2 Silver Patron Stone 8 Rolling 7/1212007 71 Jose Cuervo Stone 9 Rolling 7/12/2'007 99 Cabo Uno Stone 10 Rolling 7/1 212007 132 Silver Patron Stone 11 Rolling 8/912007 25 Jose Cuervo Stone 12 Rolling 8/23/20'07 85 Silver Patron Stone 13 Rolling 9/612007 82 Jose. Cuervo Stone 14 Rolling 9/2012007 107 Silver Patron Stone 15 Rolling 5/112008 61 Silver Patron Stone 16 Rolling 5/15/2008 49 Silver Patron Stone 17 ,Rolling 611 2/2008 , ' 65 Silver Patron -.," "." f7- i Ｚ［Ｚｾ ｾＮ＠ ｾ ｾｾ＠ .ＮＮＺ ｾ＠ .. ::": ..:" , -,' Stone' .. 18 Rolling 8/6/2009 31 Silver Patron Stone 19 Rolling 9/3/2009 29 Silver Patr6n Stone 20 Rolling 911 712009 116 Silver Patron Stone Tequila Advertisements A LASOR OF LOVE " ' • • ' " • _ r A UNIQUE: 1:t.II-'IATE: AND RICH VOLCANI C S OIL PRDVIOl! PE"AF'ECT CONDITIO NS "OR BROWING THE: SUCCULENT IiH. Ut: A l:iAVE U SED EXCLUS iveLY ｆｏｾ＠ TcQuit.A riciN JULIO; ' . AFTER s p e;NDINe ClETW£EN SE;VI!N A ND TEN YI!,.,flS MATURING, ONLY THE: P I!:R F-ECTLY ' AlP!:: . P LANTS ARE HANO-PII:KI!'O FOR P,,"OOUCT10N. · ".... I-tATU RING THE. PLANTS THIS ,:-ONG EN!5URi;:S T£:QUIL.A DON Ｎｊｾｌｬｏ＠ ｉｾ＠ U,,",U:',UA,Lt.V: ｳｷ｣ｾＮ＠ 1 ! I ' I" " ; 1 ｬｆｌｉＹＺｉｾ＠ ｾｉﾧｬｬｾ＠ @1P ｉｦＭＧＱｾ ｪｧｬｍｾｴｬｊｉＱｾ ｴ ｴＱＩｾｾｴＡｾｴ ａＺ ｾ Ｈ＠ ... ". : "" '.ＺＺＺ ｾ ［Ｎ ｩ｜ Ｚ ｾ ﾷ ＧＮ ｾＺｽ｟ ＺＺ＠ Ｎ ｾ ｾ＠ ＺＭ Ｎｾ＠ ｾ ｾ Ｂ＠ "C\:>is r.s, ｾ ｩｬ｢ ｯｵ ｬ＠ 0 ､ｯｵｾｉＮ ﾷ＠ . ,", :: OIJI;. of 1'9<:. .:sO)OOlb= r ＧＧＱｾＹｵ＠ iJo.s D}O?C.Y ,c.c·lJ ｟ ｢ｵＧｹ ［Ｚ ｾ Ｌ Ｎ Ｚ＠ ｔｉＩＧＺｾ＠ proof ia il) Ilj!:. boll,le:.. ':" 1 September 2005, p. 299) (GQ, January 2006, p. 33) . ••• ! 3. (".,.- ... .. (GQ, January 2007, p. 43) 4. ｒｕｾｬ＠ NOW COMES ＱＱＱｾＧｕｄｅ ｾ＠ I • , - . UCING NEWJOS E· CUERVO FLAVOR EDTE QUILAS. se lection of smooth. premium tequilas bl ended with natu ra:1or an ge, lime and tropical It's are freshing newtw ist on your favorite shot or cocktail. lilt . , I res ponsibly. GET YOUR FLAVOR 011 ａｔｃｕｅｒｖｏＮｃｏｾＧ＠ VIVE\lI.!t cru 0 (GQ, March 2007, p, 189) 5. SOME PERFECTlON IS DEBATABLE. SOME IS NOT. Made by hand from 100'/0 blue agave. Tile world's #1 ultra-premium tequila. SIMPLY PERFECT. simpl\'perfect,com ｔｴＮｏｾｾｴｬｗＳＧｊｉｏｬＡ ｮｪＢＬ ｐ［＾ｬｲｇｬＱ｢ｬｾＡｗｲＩＧＮ＠ Q2009 ll» f>;ltrOtl S¢il5 Comparr,; l..a3V"an •• ｎ Ｎ ｾｾ＠ AA;J\'oL , ' ; " = (GQ, June 2006, p. 63) - I 6. (Rolling Stone, May 18, 2005, p. 79) 7. .30 .......... - '-1 I ! i ,i OB SOMe PERfECTION IS ｄ｣ｂ Ｌｾ ｔ ａｮｬｅＮＮ＠ SOME IS ｾｏｔＮ＠ ....... .ＮＮＬｵＬｉｉ｟ｾｾｉｯＮ ﾷ Ｇﾷ ｟＠ ＢＢ｟ｾＢＢＮＩＬＬＬＢｾＢ｜ＢＢｌ＠ SIMPU' pEll.fECT. ＢＢｾ ＬＺＬＺＢｉＬＬＬ＠ .... (Rolling Stone, June 15,2006, p. 1-2) 8. (RoIling Stone, July 12,2007, p. 71) • I ' 9. (Rolling Stone, July 12, 2007, po 99) 10. 1968 1969 1970 1971 SOME PERFECTION IS DEBATABLE. SOME IS NOT.· Made by hand from 100% blue agave. The world's #1 ultra-premium tequila. SIMPLY PRRFECf. si mplyp erfect. cort:J (Rolling Stone, July 12, 2007, p_ 132) ! i 11.
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