Hasta La Creative!

Brands rarely get the OK to trademark a word that’s descriptive rather than proprietary. But Campbell Soup Co. has pulled it off: The U.S. Patent and Trademark Office office has approved the company’s right to trademark the word “chunky,” thanks to decades of pop-culture references cited in its application.

As a result, Campbell’s Chunky packaging will start to include the next to the word.

In its submission, Campbell pointed out that it has spent more than $1 billion in advertising for soup products under the Chunky name since 1988, including its sponsorship of the NFL, which has been in place for more than 20 years. Sales of Campbell’s Chunky exceeded $450 million annually from 2004 through 2017, it also noted. Other details included results from an online survey finding strong consumer association for the words “chunky” and “soup.”

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