Wrigley, WTF?

According to this story in Above the Law, Wrigley (the chewing gum people) is opposing the application of Perfetti (the Mentos people) to register the mark "WTF."  Perfetti, which likes slightly off-center advertising, apparently plans to use "WTF" and the phrase "What The Fresh" to market its minty products.  Wrigley argues that consumers will confuse these marks with its own "Winterfresh" gum.


Yeah.  That's what I think of when I hear "WTF."