Power Plus Cherry Lubricant Scent
Trademark: Power Plus Cherry Lubricant Scent
First Used: January 1990
First Registered: June 2001
Current Owner: POWER PLUS LUBRICANTS, LLC [1]
Trademark Type: non-traditional trademark; scent mark
Primarily Associated With: synthetic lubricants for high performance racing and recreational vehicles [2]
Brief (and likely incomplete) History [3]:
The Power Plus Cherry Lubricant scent mark is a significant piece of trademark history – it is the oldest, still active scent mark trademark registration in the United States. The Power Plus Cherry Lubricant scent mark was first used in 1990 and registered as a trademark in 2001. With its unique pink coloring and trademarked cherry scent, Power Plus brand lubricants are still in use and sold today.
Why the cherry scent? While Power Plus Lubricants does not publicly state the reason why, the selection of the cherry scent likely stemmed from several strategic considerations. Of primary importance, what better way to stand out in a crowded market than by adding a unique scent to a product that typically only has a strong chemical smell?
Cherry is a widely recognized and pleasant scent. The cherry scent provides a unique selling point that helps to distinguish Power Plus Lubricants' products from competitors. This differentiation is especially valuable in niche markets like high-performance racing, where branding and sensory appeal can be significant factors and where most lubricants and automotive products are not associated with any particular fragrance. The distinctiveness of the cherry scent helps establish a memorable brand identity.
Automotive and industrial products like lubricants often have strong chemical smells. By infusing a cherry scent, Power Plus Lubricants could also improve the overall customer experience by masking unpleasant odors during use.
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[1] Power Plus, https://powerpluslubricants.com/index.html.
[2] USPTO, U.S. Trademark Registration No. 2,463,044, available at https://tsdr.uspto.gov/#caseNumber=74720993&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch.
[3] USPTO, U.S. Trademark Registration No. 2,463,044, Response to Office Action Dated November 15, 1996, filed May 16, 1997, and available at https://tsdr.uspto.gov/documentviewer?caseId=sn74720993&docId=IPC20061018144052&linkId=21#docIndex=20&page=1; Cherry Bomb, POWER PLUS, available at https://powerpluslubricants.com/store/p37/CherryBombFuelFragrance.html; POWER PLUS TOP LUBE (CHERRY SCENTED), POWER PLUS, available at https://www.powerpluslubricants.com/store/p30/POWERPLUSTOPLUBE.html.