IP Australia has published details of Trade Mark No. 2,000,000:
I am not sure whether the sequence has been unbroken right from Trade Mark No. 1. Even so, the meter has ticked over and it is definitely a milestone of sorts.
It does seem a little strange, in these days of tobacco plain packaging laws, that someone is pursuing a trade mark registration for a new brand, but it does also extend to smoker’s articles and e-cigs.
By way of interest, Trade Mark No. 1,000,000 was filed by Anchor Foods on 23 April 2004.
That is, it took almost 100 years to get to the 1,000,000 mark; but it took only 15 years for the next million.
I wonder whether “Northern Lights” will achieve the same degree of notoriety as the equally colourful “Golden Lights“.