Philip Morris Enhances Trademark Portfolio with ‘TEREA’ and Defends Brand Identity in Domain Dispute
Dec/09/2024
On December 5, Philip Morris filed a new trademark application for 'TEREA', targeting the growing market of electronic cigarettes and tobacco alternatives. This trademark, which covers a range of tobacco-related products, marks the company’s continued push into the vaporizer space. Alongside this filing, Philip Morris has been actively involved in domain name disputes, including a recent case against a domain that allegedly infringed on its 'ILUMA' and 'IQOS' trademarks, highlighting the company’s vigilance in protecting its brand.
Philip Morris International, known for its iconic Marlboro brand, is adapting to the declining demand for traditional cigarettes by expanding into the alternative tobacco sector. Its recent trademark filing for 'TEREA' on December 5 represents the company’s commitment to diversifying its product offerings in the growing electronic cigarette market. The TEREA trademark specifically targets tobacco heating systems, an area that Philip Morris has been heavily investing in with products like IQOS. As global cigarette consumption continues to decline, especially in markets like the U.S., Philip Morris is seeking to maintain its market share through innovative solutions such as oral vaporizers and tobacco substitutes, which could offer a safer alternative to smoking. By trademarking TEREA, Philip Morris solidifies its foothold in the reduced-risk product category, positioning itself as a key player in the future of smoking alternatives.
In addition to its expanding product portfolio, Philip Morris is actively defending its intellectual property rights. The company has recently filed a complaint in a domain name dispute against the registration of <ilumaanakara.com>, claiming it was registered in bad faith due to its confusing similarity to Philip Morris’s 'ILUMA' brand. The domain in question used the company’s trademarks and images from its official website to market products without authorization, a clear violation of trademark law. This legal action illustrates Philip Morris’s ongoing effort to protect its brand identity against unauthorized use, particularly as its electronic products like IQOS gain traction. Philip Morris’s efforts to prevent the misuse of its intellectual property in online spaces are essential as the company moves further into digital markets, where the threat of trademark infringement is particularly high. The case also underscores the company’s broader strategy of maintaining control over its brand narrative, especially as it transitions from traditional tobacco products to innovative smoking alternatives.
