Coca-Cola’s Relentless energy drink, available only in the U.K., may soon have to change its name due to a legal dispute.
Relentless Records — established in 1999 and home to KT Tunstall, Cage the Elephant and Joss Stone — is legally challenging Coca-Cola for the use of the Relentless name. The record label issued a writ, seeking damages for trademark infringement and calling for the company to stop using the name in association with music.
Relentless energy drink was introduced in 2006, long after Relentless Records, and has advertised itself as the “cool, ‘alternative music’ brand,” sponsoring many live music events.
Shabs Jobanputra, Relentless Records’ co-founder, said: “It is causing real confusion because Relentless drinks has a tented stage at the Reading Festival and sponsors venues like the Garage in London. Artists and managers are asking if we’ve been bought up by Coke. Some artists don’t like that kind of corporate association.”
The energy drink was recently involved in another legal dispute: Coca-Cola has withdrawn their attempt to brand the energy drink with the slogan, “No Half Measures,” after a 30-month battle with Scottish music management company, No Half Measures. The music management company established the rights to its name.