Italian Supreme Court Grants Shape Trademark To Tic Tac Box

Italian Supreme Court Grants: Shape Trademark To Tic Tac Box

This article on ‘Italian Supreme Court Grants: Shape Trademark To Tic Tac Box’ was written by Shriharshini Balachandar, an intern at Legal Upanishad.


In a landmark decision, the Italian Supreme Court granted a shape trademark to the iconic Tic Tac box. This ruling is significant as it establishes legal protection for the distinctive shape of the popular mint candy container, solidifying its unique identity in the market. The case has sparked considerable debate among legal experts, intellectual property enthusiasts, and confectionery industry stakeholders. This article delves into the details of the court’s decision and examines the implications it may have for trademark law and brand protection.

Understanding Trademarks

To grasp the significance of the Italian Supreme Court’s ruling, it is essential to first understand the concept of trademarks. Trademarks serve as valuable intellectual property assets that differentiate one brand’s goods or services from those of others. They can take various forms, including words, logos, sounds, and even product shapes. Trademark protection grants exclusive rights to the owner and prevents others from using similar marks that may cause confusion among consumers.

The Tic Tac Box’s Distinctive Shape

The Tic Tac brand, owned by Ferrero S.p.A., is recognized worldwide for its small, plastic boxes that hold the popular breath mints. The container’s design features a rectangular shape with curved edges and a flip-top lid. This distinctive packaging has become synonymous with the Tic Tac brand, making it instantly recognizable and setting it apart from other similar products in the market.

The Trademark Application and Legal Battle

Ferrero S.p.A. filed a trademark application with the Italian Patent and Trademark Office (IPTO) seeking protection for the unique shape of the Tic Tac box. The application aimed to secure legal recognition of the distinct design, allowing the company to safeguard its brand identity and prevent competitors from imitating the packaging. However, the IPTO initially rejected the application, citing that the Tic Tac box’s shape lacked the necessary distinctiveness required for trademark protection.

The Appeal to the Italian Supreme Court

Unwilling to accept the rejection, Ferrero S.p.A. appealed the IPTO’s decision and took the case to the Italian Supreme Court. The company argued that the Tic Tac box’s shape had acquired distinctiveness through years of consistent use and had become strongly associated with its brand. They presented evidence supporting their claim, including market research data and consumer surveys, to demonstrate the widespread recognition and association of the unique shape with Tic Tac products.

The Supreme Court’s Landmark Ruling

After careful consideration of the arguments presented, the Italian Supreme Court delivered a groundbreaking verdict in favour of Ferrero S.p.A. The court recognized the Tic Tac box’s shape as a protectable trademark, emphasizing that the design had acquired distinctiveness through extensive use and had become inseparable from the brand’s identity. The ruling overturns the IPTO’s decision and sets a significant precedent for the protection of product shapes as trademarks in Italy.

Implications and Industry Impact

The Supreme Court’s decision to grant a shape trademark to the Tic Tac box carries several implications for trademark law and the confectionery industry. Firstly, it reinforces the notion that product shapes can possess the necessary distinctiveness to qualify for trademark protection, provided they have acquired secondary meaning through extensive and consistent use. This ruling opens the door for other brands to seek similar protection for their distinctive product designs.

Additionally, the decision strengthens brand owners’ ability to prevent competitors from imitating their product packaging, promoting fair competition and consumer protection. The unique shape of the Tic Tac box has become a valuable asset for Ferrero S.p.A., allowing them to maintain their market position and prevent consumer confusion.

Italian Supreme Court Grants Shape Trademark To Tic Tac Box
Italian Supreme Court Grants: Shape Trademark To Tic Tac Box

International Implications

The Italian Supreme Court’s decision regarding the shape trademark for the Tic Tac box may have implications beyond the borders of Italy. Trademark laws and their interpretation can vary from country to country, and this ruling could influence similar cases and discussions in other jurisdictions. Companies with unique product shapes may now be encouraged to pursue shape trademarks in their respective countries, leveraging the precedent set by this landmark decision.

Balancing Innovation and Protection

While granting shape trademarks can provide legal protection and market advantage to brand owners, it also raises questions about the balance between innovation and monopolistic control. Critics argue that allowing shape trademarks for everyday items could stifle competition and limit consumer choice. It becomes crucial for courts and trademark authorities to carefully evaluate the distinctiveness and consumer perception of product shapes to strike a balance that encourages fair competition while protecting legitimate brand identities.

Preparing for Future Challenges

The Tic Tac case serves as a reminder for businesses to proactively protect their intellectual property rights. Companies with unique product designs should consider filing trademark applications to secure legal recognition and prevent potential infringement. Furthermore, they should document evidence of market recognition and consumer association with a distinct shape to strengthen their case in potential legal battles.

Potential Challenges and Future Developments

While the Italian Supreme Court’s decision is groundbreaking, it may face challenges and further developments in the future. The recognition of shape trademarks opens the door to potential conflicts and disputes between brand owners and competitors who may argue that their product designs are distinct and deserving of similar protection. As a result, courts and trademark offices will likely face the task of carefully evaluating the distinctiveness and consumer perception of various product shapes to ensure consistency and fairness in granting trademark protection.

Additionally, this ruling may lead to increased scrutiny and examination of the distinctiveness acquired through use, as brand owners seeking shape trademarks will need to provide substantial evidence to demonstrate the acquired distinctiveness and consumer recognition of their product designs. This requirement reinforces the importance of developing strong brand identities and consistently promoting and marketing unique product shapes to enhance their chances of obtaining shape trademarks.


  1. Clearer Guidelines: Establish clearer guidelines and criteria for determining the distinctiveness of product shapes. This can help trademark offices and courts in evaluating shape trademark applications more consistently and objectively. The clarity in the assessment process will provide better guidance to brand owners and encourage fair competition.
  2. Consumer Perception Studies: Conduct thorough consumer perception studies to assess the distinctiveness and recognition of product shapes. These studies can provide valuable evidence in shape trademark cases, ensuring that decisions are based on actual consumer understanding and association with specific shapes.
  3. Periodic Review: Implement a periodic review process for shape trademarks to assess ongoing distinctiveness. This can help address concerns of monopolistic control and ensure that trademarks remain valid and relevant in the changing market landscape. If a shape loses its distinctiveness over time, it may be necessary to reevaluate its trademark status.


The Italian Supreme Court’s landmark ruling granting a shape trademark to the Tic Tac box marks a significant development in trademark law. The decision recognizes the distinctive design of the packaging as a protectable trademark and affirms the importance of brand identity and consumer recognition. This ruling sets a crucial precedent for the protection of product shapes and reinforces the role of trademark law in promoting fair competition and safeguarding intellectual property rights.


  1. Anna Maria Stein , ‘Shape trademarks: Italian Supreme Court confirms that Tic Tac box shape is a yes’, IP Kitten, 5 June 2023, available at,substantial%20form%E2%80%9D%20of%20a%20product.
  2. Ferrero Successfully Enforces the Tic Tac Shape Mark in Italy, The National Law Forum, available at (Last visited on 07-06-2023).