What can brand owners do if their trademark use becomes inappropriate due to the pandemic?

When the COVID-19 global pandemic made KFC’s “Finger Lickin’ Good” slogan inappropriate, the brand owner chose to continue to try to maintain rights in the slogan for future use with creative, though arguable “use” by:

• blur its slogan;

• referring to the slogan without actually using it; and

• keeping the slogan in consumer minds, while showing sensitivity for the current situation.

Read about options when a trademark becomes temporarily inappropriate for use.