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That’s Not What They Meant By “DieHard?”

Tom Pennington, Getty Images

I think the Sears brand name “DieHard” is pretty self-explanatory. Ever since I was a kid, I always thought about car batteries when I heard the term. I thought everybody did. Now a Georgia company faces a lawsuit over the use of the name, this time with a completely different meaning. Rock Hard Laboratories is marketing a sex spray that they call “Die Hard”, and Sears is not too happy about it. According to a report in the Chicago Tribune, the suit claims that RockHard’s use of the name “in connection with a numbing agent for male genitalia” is trademark infringement. In 2010 the sex-spray company tried to trademark the phrase, “Die Hard. Live it. Love it. Own it.”

Die Hard…that’s funny! Just think of the jokes!

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