Donald Trump published a tweet containing the mysterious ‘covfefe’ word at 12:06 on Wednesday, 31 May 2017 and the world went crazy. It left many of his 31 million Twitter followers confused, and slightly concerned. He later then tweeted “who can figure out the true meaning of covfefe?” suggesting that it might actually meaning something.
Trademark applications for the not-a-word began flooding in shortly thereafter and the domain Covfefe.com had been snapped up too.
The first US trademark application was filed for the mark ‘COVFEFE COFFEE’ in Classes 30 (for coffee and coffee substitutes) and 40 (coffee-house and snack-bar services).
The first Swedish trademark application included goods under Class 30 (for coffee) along with Classes 25 (for clothing) and 35 (for advertising).
The first UK trademark application covered Class 32 (for Ale; Ales; Beer; Beer and brewery products; Beer-based beverages; Beers; Beverages (Non-alcoholic -); Flavored beer; Flavored beers.)
Leaving aside any discussions around whether any of these applications will be successful, it is interesting to note that all of the above applications were made to registries which are party to the Madrid Protocol.
Read more: TrademarkNow