Jack Daniel’s sued over dog toy: “Bad Spaniels” parody reaches appeal in US

Legendary whiskey producer claims damage to brand reputation, toy company cites freedom of satire and humor

American whiskey producer Jack Daniel’s continues its long-standing legal battle with VIP Products over a rubber dog toy “Bad Spaniels”, stylized as the famous Jack Daniel’s Old No. 7 bottle.

The case is currently being considered by the Ninth Circuit Court of Appeals for the United States.

The cause of the conflict was a humorous dog toy in the shape of a whiskey bottle. Externally, it almost completely repeats the Jack Daniel’s design, but instead of the classic inscriptions, it contains humorous phrases about dog “surprises” and an unpleasant smell.

Jack Daniel’s believes that such a parody harms the brand’s reputation and creates unwanted associations. Company representatives emphasize: the toy manufacturer deliberately copied key elements of the legendary whiskey’s corporate identity.

VIP Products, however, insists that it is purely a matter of satire and parody, which are protected by US law. The company’s lawyers claim that buyers cannot confuse the dog toy with alcoholic products, and the name “Bad Spaniels” is a humorous creative reinterpretation of the brand.

According to Courthouse News, the legal case has been going on for more than a decade. The conflict began in 2014, when Jack Daniel’s demanded that the product be removed from sale.

In 2023, the case even reached the US Supreme Court, which allowed the whiskey manufacturer to continue the fight for trademark protection. After that, a lower court banned the sale of “Bad Spaniels”, and now the toy manufacturer is trying to challenge this decision on appeal.

The case is already being called one of the most high-profile legal disputes in the US regarding the boundaries between trademark protection and the freedom of creative parody.