The “Sierra Mist” trademark has been a vital part of PepsiCo’s portfolio for over two decades. It represents more than just a lemon-lime soda; it embodies a series of strategic decisions, market adaptations, and legal battles. This article delves into the intricacies of the Sierra Mist trademark, exploring its origins, its journey through various rebrandings, legal challenges, and the current status of the trademark.

The Origins and Early History of the Sierra Mist Trademark

PepsiCo launched Sierra Mist in 1999 as a competitor to Coca-Cola’s Sprite and 7-Up. It quickly gained popularity for its crisp, refreshing taste and simple, clean branding. The trademark for Sierra Mist was officially registered in 2001, under U.S. class codes 045, 046, and 048, with its use in commerce dating back to October 14, 2000​.

The Sierra Mist trademark was categorized under International Class 32, which includes soft drinks, mineral waters, non-alcoholic drinks, fruit drinks, fruit juices, syrups, and other preparations for making beverages​.

Rebranding Efforts and Trademark Evolution

The Sierra Mist brand underwent several transformations to maintain its relevance in the marketplace. In 2010, PepsiCo attempted to refresh the brand by reintroducing it as “Sierra Mist Natural,” replacing high-fructose corn syrup with sucrose and later with a blend of sucrose and stevia in 2014​.

In 2016, the soda was rebranded as “Mist Twst,” a move aimed at aligning the product more closely with consumer trends and preferences. Despite this effort, the change did not resonate as expected with consumers, and the product reverted to its original name, Sierra Mist, in 2018​.

Legal Challenges and the Sierra Mist Trademark

The trademark faced significant legal challenges over the years. In early 2023, a lawsuit emerged when PepsiCo accused TikTok star Cierra Mistt of infringing on its trademark. PepsiCo argued that her use of the name “Cierra Mistt” was too similar to “Sierra Mist,” potentially causing brand confusion among consumers​.

Cierra Mistt, a social media influencer known for her flight attendant content, publicly contested PepsiCo’s claims and announced her perceived victory over the company. However, PepsiCo remained silent on the outcome, leaving the details of the settlement largely unknown. This case highlighted the complexities surrounding intellectual property rights in the digital age, where social media personalities often adopt names similar to established brands​.

The Discontinuation of Sierra Mist and Introduction of Starry

Despite its longstanding presence in the market, Sierra Mist was discontinued in early 2023. PepsiCo decided to replace it with “Starry,” a new lemon-lime beverage aimed at attracting Gen Z consumers and revitalizing its market share in the lemon-lime soda segment​

Renewals and Maintenance of the Sierra Mist Trademark

PepsiCo consistently renewed the Sierra Mist trademark, reflecting its strategic importance to the company. The trademark underwent its first renewal in 2010 and a second in 2021. These renewals involved the acceptance of Section 8 and Section 9 filings, ensuring the continued protection of the brand name and its use in commerce​.

Even though the product was discontinued, the trademark’s renewals indicate PepsiCo’s commitment to protecting its intellectual property. This ongoing management of the trademark portfolio is crucial in preserving brand equity, even after the product’s market exit.

The Broader Implications of the Sierra Mist Trademark

The story of the Sierra Mist trademark illustrates the broader challenges faced by large corporations in protecting their brand identity in a rapidly changing marketplace. The legal battle with Cierra Mistt showcases the complexities of trademark law in the age of social media, where individual influencers can inadvertently or deliberately challenge established trademarks​.

Moreover, the rebranding attempts and ultimate discontinuation of Sierra Mist underscore the difficulty of maintaining consumer loyalty and market relevance over time. As consumer preferences evolve, brands must adapt or risk obsolescence. PepsiCo’s decision to introduce “Starry” demonstrates a willingness to innovate and take risks, even if it means retiring a long-standing brand.

Conclusion: The Legacy of the Sierra Mist Trademark

The “Sierra Mist” trademark remains a case study in brand management, adaptation, and the legal intricacies of protecting intellectual property. From its launch in 1999 to its discontinuation in 2023, the trademark has been shaped by market demands, legal battles, and corporate strategy shifts. While Sierra Mist may no longer be found on store shelves, its legacy endures as a reminder of the ever-evolving landscape of the beverage industry.

The trademark’s history reveals the importance of vigilant brand management and the need to adapt to changing consumer trends. Whether through rebranding, reformulation, or even litigation, PepsiCo’s handling of the Sierra Mist trademark offers lessons for companies seeking to navigate the complex waters of intellectual property and market competition in the modern era.

FAQs on the Sierra Mist Trademark

1. What is the Sierra Mist trademark?

The Sierra Mist trademark is a legally registered brand name owned by PepsiCo, Inc. It was initially used for a lemon-lime flavored soft drink launched in 1999 to compete with other similar sodas in the market. The trademark has undergone several changes and renewals to maintain its legal protection over the years.

2. Why did PepsiCo discontinue Sierra Mist?

PepsiCo discontinued Sierra Mist in early 2023 to introduce a new lemon-lime beverage called “Starry.” This decision was part of a strategic move to appeal to younger consumers, especially Gen Z, and to refresh their product lineup in the competitive lemon-lime soda market.

3. What were the legal issues surrounding the Sierra Mist trademark?

In 2023, PepsiCo filed a lawsuit against TikTok influencer Cierra Mistt, alleging that her use of the name was too similar to their trademarked “Sierra Mist,” potentially causing brand confusion. While Cierra Mistt claimed victory in the dispute, PepsiCo did not provide an official comment on the outcome, highlighting the complexities of trademark protection in the digital age.

4. How many times has the Sierra Mist trademark been renewed?

The Sierra Mist trademark has been renewed several times since its original registration in 2001. Significant renewals took place in 2010 and 2021, ensuring continued legal protection and trademark rights for PepsiCo. These renewals reflect PepsiCo’s commitment to maintaining its brand identity, even as the product itself was eventually discontinued.

5. What is the significance of the Sierra Mist trademark story for businesses?

The Sierra Mist trademark story highlights the challenges businesses face in managing and protecting their brand identities in a constantly evolving marketplace. It demonstrates the need for continuous adaptation to consumer preferences, strategic rebranding efforts, and proactive legal measures to safeguard intellectual property against potential infringements and market confusion.