Monster Energy Opposes MrBeast’s ‘Feast Like a Beast’ Trademark
Monster Energy has taken legal action to challenge a trademark application for “Feast Like A Beast” filed by YouTube star MrBeast.
On July 15, Monster filed a formal opposition with the United States Patent and Trademark Office, seeking to block MrBeast’s attempt to register the phrase for a line of fruit drinks, vegetable juices, flavored waters, sports drinks, energy drinks, and bottled water.
In the filing, Monster claims it has used the phrase “Unleash the Beast” since at least 2002, along with a series of other trademarks that include the word “Beast,” such as “Unleash the Ultra Beast,” “The Beast Unleashed,” “Recycle The Beast!,” “Unleash the Salty Beast,” and “Nasty Beast.”
Some of Monster’s “Beast” Trademark Registrations
The company says it sells more than 7 billion cans of its drinks each year, with over 3.1 billion of those sold in the United States. According to the filing, most of those products feature one of its “Beast” marks on the label. Monster also states that it has spent approximately $8.5 billion promoting its brand in the United States between 2002 and 2023, helping to make its “Beast” marks widely known among consumers.
The energy drink giant argues that allowing MrBeast to register the “Feast Like A Beast” mark could cause confusion, especially since both brands plan to sell beverages through the same retailers and distribution channels.
Monster Energy, one of the world’s most active trademark litigators, has brought over 920 cases to the USPTO’s Trademark Trial and Appeal Board since 2017. That said, a significant number of those cases are brought against smaller businesses that do not have the resources to fight a juggernaut like Monster Energy. In this case, Mr. Beast will certainly have the resources (and platform) available if he decides to fight back.
From a legal standpoint, MrBeast has a strong argument. To win, Monster Energy would need to prove that consumers are likely to think that the products bearing the “Feast Like A Beast” name are affiliated with or made by the company. Given MrBeast’s enormous popularity and the uniqueness of his brand, it seems unlikely that someone buying his drinks would think they are connected to Monster.
Still, Monster could argue that consumers might assume that a partnership or affiliation exists. If the case moves forward, both sides could present consumer surveys and other evidence to support their claims.
MrBeast now has forty days to file a response and any counterclaims. From there, the case would move into discovery, where both parties could request documents, send written questions, and take depositions to build their cases.
Monster has a long history of aggressively enforcing its trademarks, but this time, it has taken on one of the biggest names in entertainment in a full-on cage match. If Mr. Beast decides to show up to the fight, I expect the case to be close and likely end up in Federal Court at some point.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
Do you need assistance with a trademark matter?
Contact an Attorney Today