Bold Trademark Filing by the Boston University Grabs Spotlight
Since times immemorial, promotions and advertisements had an unassailable reputation to attack the minds of potential customers into buying their products or making use of their services along with adhering to practices that retain the faith of loyal customers into that particular brand. Without a doubt, Generation-Z is the greatest advertiser of all time. Round the clock, the marketers, throughout the world are working on the motto of creating a “remarkable idea that sells”. Indeed some did a commendable job, through eye-catchy taglines or promotional offers including those top-notch brand vouchers or Spa coupons, etc. Well, the latest trademark filing before the United States Patent and Trademark Office (USPTO) is something even the experts did not see coming. A rather bold move by internationally renowned Boston University (BU) has become the talk of the town.
On August 6, the Trustees of Boston University applied for a not-so-decent trademark. The application was filed on an intent-to-use basis for registration of the mark “F*ck It Won’t Cut It” bearing number 90097484 under Class 35 for services including “Advertisement; business management; business administration; office functions”. This recent filing by the Massachusetts-based university describes the mark as, “F*uck It Won’t Cut It trademark registration is intended to cover the category of promoting public awareness of safe and smart actions and behaviors for college and university students in a COVID-19 environment”.
It is believed that if the situations improve, BU is most likely to open doors for the upcoming as well as the previous batch this fall. With this student-led campaign, BU seems to be all prepped up to tackle the potential dangers. As is evident, the mark undoubtedly captures the attention but is in fact, highly vulgar and bold. But there’s a reason the authorities supported it or as Hannah Schweitzer, the campaign’s project manager says, “Pretty much BU realized that the best way to encourage students to follow COVID-19 protocols is when a message is coming from students”. She added, “We speak in students’ language; we know what protocols most students are not going to follow and ignore”
It is likely that the campaign focuses on topics like wearing face masks, living in a small and shared accommodation, the importance of COVID-19 testing, myths revolving around COVID-19 and also, partying and dating in an atmosphere where coronavirus rules.
The campaign has already made its position on various social media platforms including Facebook and Instagram. “This semester, we can’t afford to say ‘F-bomb it’ to the small rules”, a post motivating the fellow students read, “Because they lead to bigger consequences. Let’s stay on campus this semester!!”
When asked about University’s opinion on such an explicit mark, a BU spokeswoman, in an interview said, “This is a student-run campaign that has the support of the university”
