Sparkling Water’s Flat Trademarks

Everyone knows if you really want to get zero calories from a beverage without any strings attached, you have to drink water. But what if you hate water? Try sparkling water! Look how exciting it is: If sparkling water is the remedy to plain old boring water, why are some trademarks for sparkling water so … flat? Back in May, Steve wrote about a new Pepsi sparkling water product branded as bubly. That’s “bubbly” misspelled “bubly.” For sparkling water, it’s also descriptive, probably generic, and definitely not a conceptually strong trademark. Just look at this snip from the Wikipedia page for “carbonated water,” listing “bubbly water” as a generic alternative term: Then earlier this month, it was announced that Pepsi has agreed to buy SodaStream, the popular manufacturer of at-home sparkling water makers, its most economical model branded Fizzi.  That’s “fizzy” misspelled…

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