Opinion ID: 691765
Heading Depth: 2
Heading Rank: 1

Heading: Actual Prior Use

Text: Use of a trademark in promotional activities may establish prior use if extensive enough to create an association of the mark and the goods with the user. See New West Corp. v. Nym Co., 595 F.2d 1194, 1200 (9th Cir.1979). In support of its claim of prior use, Taco Bell produced affidavits from two employees describing various promotional activities involving the phrase Run for the Border, a draft of a coupon distributed in Texas that contained the same phrase, a letter from an Ohio radio station manager to Taco Bell store managers explaining an upcoming Run For the Border Sweepstakes Contest, and an article in the magazine ADWEEK discussing Taco Bell's new Run for the Border advertising campaign. This evidence was sufficient to create a genuine issue of material fact as to whether Taco Bell had established prior use.