Sears Sues over “DieHard” Sex Spray

Friday, 15 April 2011 | by Pat's Picks

Sears has used the name DieHard since 1992 to sell car batteries and auto parts. But now the retailer is in court, says the Chicago Tribune, suing a Georgia company for using the name in an entirely different context—to sell a sex spray. 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.” The petition was dropped after Sears complained. But according to court papers, RockHard continued to use the DieHard name in their marketing materials.

According to the DieHard official website, the “delay spray is a sexy and edgy product designed to help those in need as well as those who just want to have an extra long romp in the sack.”