P.M. BRIEFING : Infringement in Gatorade Slogan

A slogan used by Quaker Oats Co. to advertise its Gatorade sports drink infringes on a small company’s trademark, a federal judge has ruled.

U.S. District Judge Prentice Marshall ordered Quaker to pay $24.7 million in damages to Sands Taylor & Woods of Norwich, Vt., for using the phrase “thirst aid” in the slogan.

Sands Taylor & Woods operates a soft drink mix company and a soda shop.

Quaker has used “thirst aid” on Gatorade bottles and in its advertising jingles since 1984, Bottrell said.