Trademarking a Smell?

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Company Wants to Trademark Pizza Scent

From Associated Press

May 17, 2006 3:16 PM EDT

 

VILNIUS, Lithuania - The aroma of a freshly baked pizza is arguably as

universally recognizable as that of a newly mowed lawn or a fresh cup of

coffee.

 

But a Lithuanian restaurant chain now wants the intellectual property

rights for the scent in the small Baltic nation, saying it is closely

associated with its pizza pies.

 

" Opinion polls show that many consumers in Lithuania identify the

pleasure of eating pizza with our trademark, " said Mindaugas Gumauskas,

marketing director of the Cilija company. " This makes us believe that

the scent of freshly baked pizza is a subject to our copyright. "

 

Cilija, which owns dozens of pizza parlors in Lithuania and neighboring

Latvia, has asked the national patent bureau to register the

intellectual property rights of the scent. The agency did not comment on

the trademark request.

 

If the request is granted, it does not mean that other pizzerias would

have to stop making the oven-baked dish, but only Cilija would be able

to make the claim that its food smells like freshly baked pizza.

 

Competitors say the idea stinks of unfair business practices and that

Cilija is just looking to make more dough.

 

Copyright 2005 Associated Press. All rights reserved.