When you read “WTF”, do you think about chewing gum? Well, gum giant Wrigley does. Last week Wrigley started trying to protect its Winterfresh gum from from the Internet slang.
Wrigley’s filed an opposition in the US, because of a trademark application for “WTF”, filed by a gum competitor. This acronym apparently stands for “What the Fresh”.
And “What the Fresh” sounds a bit like “Winterfresh”, at least according to Wrigley’s attorneys. Altough Wrigley admits that “WTF is also a common acronym used generally to express indignation, surprise or disbelief.” they are also of the opinion that it clearly refers to “Winterfresh”.
Well… let’s see if this argument sticks in court.