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ELECTRONIC NEWSLETTER
Abelman, Frayne, &Schwab
This Week In Intellectual Property History for April 3-9, 2011
On April 4, 1950 Miles Laboratories received a trademark registration for the logo identifying their vitamins:
Although vitamins have become commonplace in our lives, the first vitamins tablets were not made until the 1930s. Vitamin C was the first vitamin to be artificially synthesized in 1935. Miles Laboratories became a leader in the industry when they introduced their ONE-A-DAY brand of multiple vitamins in 1940. The brand has been a big seller ever since. The trademark is now owned by Bayer.
On April 6, 1965 Colgate-Palmolive Company received a trademark registration for their all-purpose cleanser:
Ajax cleanser was introduced in 1947, right at the dawn of the television age. Ajax "the foaming Cleanser" debuted on television with its three animated pixie mascots in 1948 and continued through the 1950s. The Ajax pixies were TV's first animated commercial mascots. Their Ajax Cleanser commercial also introduced TVs first jingle "You'll stop paying the elbow tax, when you start cleaning with Ajax." The pixies (a fat, a thin and a tall pixie all under three-inches in height) interacted with live-action shots and said such lines as "Foams as it cleans," "Cuts grease fast" and "Floats the dirt right down the drain." The commercials were accompanied by a bouncy "Bum, Bum, Bum, Bum Bum" musical score written by Joe Rines.
