Midwestern Pet Foods, Inc. (Midwestern) applied for a trademark on its dog treat product, WAGGIN’ STRIPS. The Societe des Produits Nestle S.A. (Nestle), which holds the trademark on a similar dog treat, BEGGIN’ STRIPS, challenged the application, claiming Midwestern’s proposed mark would infringe on its mark. The Trademark Trial and Appeal Board found Nestle failed to prove its BEGGIN’ STRIPS mark was famous enough that the WAGGIN’ STRIPS mark would dilute it. But it found the proposed WAGGIN’ STRIPS mark would likely confuse consumers because “the goods are identical, the channels of trade and classes of purchasers are the same, and the marks are similar in appearance, sound, connotation and commercial impression.” It denied the application.
Midwestern appealed on several bases. It argued that Nestle should not have been allowed to introduce evidence of the BEGGIN’ STRIPS mark’s fame that postdated the WAGGIN’ STRIP’s application because such evidence must predate an applicant’s filing date to be used to analyze the likelihood of confusion. The Federal Circuit rejected this assertion as a misreading of the law.
Though not relevant to the question of dilution, evidence of post-application fame is relevant when considering likelihood of confusion. To show dilution, Nestle had to show its mark was famous before Midwestern filed its intent-to-use application. Failing that, however, Nestle could still use evidence of the BEGGIN’ STRIPS mark’s strength in showing likelihood of confusion, even if that strength (fame) occurred later.