There have been a few reports in the press recently about a trademark dispute over the use of the word “mommy” in conjunction with a wine brand.
You read it right – Mommy. As in a wine brand called Mommy’s Time Out and another called Mommy Juice. It gets even more interesting (perhaps a bit bizarre) since they are in court fighting over the trademark rights to the word Mommy. I wouldn’t have thought that you can trademark that word, but I guess it’s for the court to decide.
I don’t know what to make of it.
On one hand, it’s a brand name that reflects a usage occasion. As in, after a hard day as a mom and the kids are in bed, relax and have a glass of wine. In fact, one of the brands suggests on their website “you deserve a break, take a mommy timeout” and the other says, “…so tuck your kids into bed, sit down and have a glass …because you deserve it.”
I suppose too, that in a world of cluttered wine choices where the supply seems to overshadow demand, an interesting brand name allows a product to stand out. Which is why we have such clever, thoughtful and aptly named brands like Fat Bastard, Cleavage Creek, a rooster on a bottle called Big Red Pecker, Oops and, my favorite, Le Vin de Merde (if your French is not too good, you might want to translate it).
So I get it.
But I wonder what consumers think? Are they saying something like, “Oh, here’s an interesting wine that actually gives me permission as a mother to have some when I’m off duty.” Or, are they saying, “If I want a glass of wine to relax after a hard day as a multitasking mother, I’ll find my own wine, thank you.” Perhaps they’re saying, “Hey, wine is wine and that one is cute and worth a smile…I’ll buy it.”
Some might even suggest that a mom is never off duty and a product that carries these names are not appropriate. Neither is the usage occasion.
I have no idea and the real test will come in the stores. The fact that there are two brands suggests that the suppliers know something I don’t know.
One thing is clear to me. The moment they co-pack the wine with a Sippy cup, I’m going to hurt someone.