From the Kluwer Trademark Blog:
O.Mathisen is a local beverage producer in Oslo, mainly known for their product TØYEN COLA. Tøyen is a reference to a multi-cultural part of Oslo. The mark JALLASPRITE is supposedly a mark composed in a similar vein; although JALLA does not have any particular meaning in Norwegian, the term is often associated with immigrant slang. However, whereas COLA in TØYEN COLA is a generic term, SPRITE is not.
The row between Coca Cola and O. Mathisen has apparently gone on for a while, and O.Mathisen recently backtracked, and agreed to stop using JALLASPRITE. So far, so good, one should have thought.
They have now relabelled the product as JALLAXXXXXX. Apparently, they feel censored, and seem to want to get one back at Coca Cola.
Coca Cola are not particularly amused, and have now sued O.Mathisen. Citing the prehistory with JALLASPRITE, Coca Cola claim that the new name JALLAXXXXX makes it look like they have censored O. Mathisen when enforcing their trade mark rights.
. . . .
This reaction is not the first time in Norway (or anywhere else for that matter) that a David when faced with having to give in to a claim of trade mark infringement from a Goliath, tries to get in some shots against Goliath.
In 2005, the Northern Norwegian brewery Mack were forced to change the name of their soda beverage «Frukt champagne» (Fruit champagne) by farmers in France. They changed it first to «Fruktchamp», but this was not enough. They ended up with the name «Frukt sjimpanse» («Fruit Chimpanzee»), with the label containing a drawing of a chimp dressed in a red and white striped shirt and a French-style beret.
Link to the rest at the Kluwer Trademark Blog