But Shell Oil Co. sure did. Outraged that Canadian American Oil Co. Inc. is selling a competing product under its canopy, the oil giant filed suit, claiming the alternative gasoline infringes its trademark. Dubbed “Touchless,” like the station’s adjacent car wash, the brand currently costs 12 cents a gallon less than Shell’s.
The licensee is using the Shell brand “to attract customers and switch them to his brand, ” said Shell attorney D. Peter Harvey, of Harvey Siskind Jacobs. “ Someone driving down the street sees the Shell sign and pulls in. If they saw “Touchless” by itself they would never pull in.”
This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.
To view this content, please continue to their sites.
LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.
For questions call 1-877-256-2472 or contact us at [email protected]