A key element in all this is that the consumer makes a connection between the products. A theoretical assumption is not sufficient.
The fact that other cigarette companies (like Camel and Marlboro) also sell clothing (to promote their tobacco brand) is not enough to substantiate that the consumer will make this connection.
Smoking is unhealthy, as is generally known. However, this is not enough proof to assume that a cigarette brand has a negative effect on a jeans brand. The claim is therefore rejected. The case shows that reputable trademarks should not start this type of procedures without a solid market research preceding it.
