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In 1998, Kellogg sued Exxon because customers might confuse the gas station’s “whimsical tiger logo” with Kellogg’s mascot, “Tony the Tiger.” It didn’t matter, of course, that Exxon had already been using this logo for 30 years. A federal court tossed the suit. Kellogg appealed the case claiming the Exxon tiger walks and acts just like Kellogg’s “Tony.”
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