Monster Energy is a well-known energy drink introduced to the market in 2002 and now sold globally is owned by the US based Monster Beverage Corporation. The company is known for aggressively defending its trade marks (including its name, slogans and distinctive green brand colour).
The Monster Beverage Corporation sent a cease-and-desist letter to a small root beer company called Thunder Beast alleging trade mark violations over the use of the word “beast” in its company name which Monster Energy felt would cause consumer confusion between the two drinks because of Monster Energy’s trademarked slogans “pump up the beast” and “unleash the ultra beast”.
Early on in this case Monster Energy were keen to go to trial but later tried to settle outside of court with Thunder Beast after concluding that trade mark infringement may have actually not occurred. Thunder Beast has rejected Monster Energy’s settlement deals and plans to take the company to court to prove a point in a David and Goliath case.