The RICO SUAVE trademark for GRCU is huge. Taking an already popular name/theme that's been around for many years to trademark registration is not an easy task. Fortunately, we are at the point in the registration process where we only need to show "use the mark in commerce and submit a statement of use (SOU)" to the USPTO.

Below is a case where a company was declined application for publication because their product name too closely followed an already registered trademark name.

http://www.tracyjonglawfirm.com/ipblog/?p=747

So what's in a name? I liken trademarking "Rico Suave" to taking a common everyday word such as "apple" or "monster" and getting it registered as your brand name, no guarantee of success just because of the name, but if the products match with the target consumer audience i.e. (apple - school, academia), (monster - crazed energized zombies out late at night) .........then watch out.

Once Rico Suave hits the shelves I believe there will be many attempts to quickly imitate and capitalize on the RICO SUAVE brand name. Hell, Rico Suave was just featured in Rolling Stone magazines December 11, 2014 edition. Our products name recognition campaign is well underway, and best of all it cost us nothing.

http://www.rollingstone.com/music/features/ge...e-20141211

GRCU