Trade mark protection for a name and a jingle
The brand: Vegemite
Vegemite spread was invented by Cyril Callister, chief chemist at the Fred Walker Cheese Company (which became the Kraft Walker Cheese Company in 1926), using vegetable extracts and brewers yeast. In 1923 the Vegemite brand was created after a national naming contest. In that year the first jars of Vegemite yeast extract spread appeared in grocery stores. Since then the brand has gone from strength to strength.
The strategy: trade mark and sound mark
The Vegemite name was registered as a trade mark in September 1923. In 1954 the famous jingle 'Happy Little Vegemites' was released. The Happy Little Vegemite trade mark was registered in 1996 and the jingle was registered as a sound mark in 2003.
Last Updated: 13/12/2012
