Carter-Wallace, Inc. v. The Procter & Gamble Company

434 F.2d 794, 167 U.S.P.Q. (BNA) 713, 1970 U.S. App. LEXIS 6513
CourtCourt of Appeals for the Ninth Circuit
DecidedNovember 10, 1970
Docket25280
StatusPublished
Cited by4 cases

This text of 434 F.2d 794 (Carter-Wallace, Inc. v. The Procter & Gamble Company) is published on Counsel Stack Legal Research, covering Court of Appeals for the Ninth Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Carter-Wallace, Inc. v. The Procter & Gamble Company, 434 F.2d 794, 167 U.S.P.Q. (BNA) 713, 1970 U.S. App. LEXIS 6513 (9th Cir. 1970).

Opinion

434 F.2d 794

167 U.S.P.Q. 713

CARTER-WALLACE, INC., a corporation, Appellant,
v.
The PROCTER & GAMBLE COMPANY, The Procter & Gamble
Distributing Company, the Procter & Gamble
Manufacturing Company, A.B.C. Market
Corp., and Oliver Drug
Company,
corporations,
Appellees.

No. 25280.

United States Court of Appeals, Ninth Circuit.

Nov. 10, 1970.

Warren L. Kern, Richard A. Wallen, of Harris, Kiech, Russell & Kern, Los Angeles, Cal., Louis Kunin, and V. T. Giordano, of Von Maltitz, Derenberg, Kunin & Janssen, New York City, for appellant.

Richard E. Sherwood, Ralph W. Dau of O'Melveny & Myers, Los Angeles, Cal., Thomas S. Calder and John E. McDowell, of Dinsmore, Shohl, Coates & Deupree, Cincinnati, Ohio, for appellees.

Before HAMLEY and KILKENNY, Circuit Judges, and LEVIN,* District judge.

GERALD S. LEVIN, District Judge.

This is an action for unfair competition and common law trademark infringement arising from defendant's1 alleged infringement of plaintiff's2 personal deodorant slogan, 'Use ARRID * * * To Be Sure' and its variant, 'To Be Sure,' used in connection with plaintiff's advertising of its personal deodorant under the trademark ARRID.

Plaintiff's Amended and Supplemental Complaint sought to enjoin defendant from marketing a personal deodorant under an allegedly confusingly similar trademark, SURE. Jurisdiction of the District Court was based on diversity of citizenship (28 U.S.C. 1332) and was not contested below.

Defendant counterclaimed for declaratory relief and to enjoin plaintiff's alleged infringement of the federally registered trademark SURE for personal deodorant through plaintiff's recent use of the trademark SAFE 'N SURE for a similar product. Plaintiff thereafter counterclaimed for cancellation of said SURE registration.

The case was tried without a jury, and the District Court entered a judgment for defendant on all counts of the complaint, dismissing plaintiff's Amended and Supplemental Complaint and its counterclaim and sustaining defendant's counterclaims. This appeal was thereupon perfected.

The District Court's Findings of Facts may be summarized fairly as follows:

Plaintiff has manufactured and sold ARRID in interstate commerce since 1936. Beginning about 1947 ARRID was advertised with the slogans 'Don't Be Half-Safe,' alone or in conjunction with 'Use ARRID To Be Sure' or 'Be ARRID Safe-- Use ARRID To Be Sure.' This approach was followed until at least 1953. The principal emphasis of plaintiff's advertising during this period was placed on 'Don't Be Half-Safe,' and this was the dominant part of its slogans.

Subsequent to 1953, plaintiff used the 'Don't Be Half-Safe' theme with less regularity, although it was reintroduced into television advertising as late as 1964. 'Use ARRID To Be Sure' and its variants were used frequently but often with significant omissions.

No use was made of the 'Use ARRID To Be Sure' slogan in 1957-1960 and 1960-1962. No use was made of this slogan in the test market and introductory stage of the successful ARRID Extra-Dry deodorant, nor in the case of other less important ARRID products.

Beginning about 1950, plaintiff used 'Don't Be Half-Safe' and later 'Don't Be Half-Safe, Be Completely Safe' on the packaging of its ARRID cream deodorant. The words 'Use ARRID To Be Sure' also appeared, but less prominently. This package style continued through 1955, after which 'Don't Be Half-Safe' was discontinued. Plaintiff continued to use the words 'Use ARRID To Be Sure' on the side panel of substantially all of its cream deodorant packaging.

The second major product form of ARRID deodorant, a roll-on, was introduced in 1957, but the words 'Use ARRID To Be Sure' were not used in the packaging of this product until 1964.

In about 1964 plaintiff introduced an aerosol spray form of ARRID deodorant. No consistent pattern was followed regarding the use of 'Use ARRID To Be Sure' or variants on spray containers. In 1967-68 plaintiff introduced an antiperspirant spray called ARRID Extra-Dry Spray. No use was made of 'Use ARRID To Be Sure' on the containers of this product until May, 1968, when it was placed in small print on the back of the container.

No combination of words used by plaintiff containing 'sure' (or the word 'sure' alone) functioned as a trademark for plaintiff's deodorant products, such products being identified at all times by the ARRID trademark. 'Use ARRID To Be Sure' functioned as a product claim and as a description of the characteristics of the product rather than as an indication of the origin of the product.

During the period in which plaintiff used 'Don't Be Half-Safe' on its packaging in conjunction with 'Use ARRID To Be Sure,' plaintiff did not regard the latter as a separate trademark or slogan. Plaintiff obtained a federal registration of 'Don't Be Half-Safe' in 1951, and obtained registration of several additional deodorant trademarks, but failed to seek registration of 'Use ARRID To Be Sure' until 1964, on the eve of its dispute with defendant.

The words 'To Be Sure' were not used apart from 'ARRID To Be Sure' or 'Use ARRID To Be Sure' as a separate slogan either before or after 1953. No slogan or combination of words that included the word 'sure' served to identify or distinguish plaintiff's deodorant products either before or after 1953.

The word 'sure' has been used in slogans or copy by other sellers of deodorants and deodorant soaps both on packaging and in media advertising. Some of these uses predated plaintiff's, and these uses were known to plaintiff when it commenced its own advertising techniques. Uses of 'sure' to convey a selling message similar to plaintiff's occurred both before and after 1953.

Despite plaintiff's extensive advertising of ARRID deodorant, the evidence at trial failed to show a significant degree of consumer association or identification of any slogan including the word 'sure' with plaintiff or with ARRID deodorant in either the pre- or post-1953 period.

Defendant's rights stem from the commencement of marketing personal deodorant products by Lexicon, Products, Inc. (hereinafter 'Lexicon') in January, 1953, using the trademark SURE. Lexicon also used the slogan 'Be Sure With SURE' on deodorant containers and in much of its advertising. Lexicon sold SURE on a relatively small scale but did so continuously between 1953 and 1964.

Lexicon federally registered the trademark SURE based on an application filed in February, 1957. The application was published for opposition in April, 1958. Plaintiff did not oppose this application, but an opposition was instituted by McKesson & Robbins, Inc. Lexicon prevailed before the Trademark Trial and Appeal Board, and its registration was issued March 28, 1961.

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434 F.2d 794, 167 U.S.P.Q. (BNA) 713, 1970 U.S. App. LEXIS 6513, Counsel Stack Legal Research, https://law.counselstack.com/opinion/carter-wallace-inc-v-the-procter-gamble-company-ca9-1970.