When Brands Become Generic: The Case of Jiffy Bag

Key Points

Research suggests "Jiffy Bag" is often used generically for padded envelopes, especially in British English.
Newspapers worldwide, particularly in the UK, commonly use "Jiffy Bag" to refer to any padded mailing envelope.
The evidence indicates "Jiffy Bag" has become a genericized trademark in some regions, though it remains protected in others.
This case highlights the challenges brands face in maintaining trademark distinctiveness in everyday language.

Understanding Genericized Trademarks

Genericized trademarks are brand names that have become so commonly used for a type of product that they lose their legal protection as trademarks in some jurisdictions. This phenomenon, known as "genericide," occurs when a trademark becomes the generic term for a product category rather than identifying a specific brand.

When a trademark becomes generic, it can no longer serve its primary purpose: distinguishing one company's products from another's. This transformation from protected brand name to common noun represents a significant loss for trademark owners, who may find their once-valuable intellectual property rights diminished or even eliminated.

Various branded and generic packaging materials

When brand names become everyday language, they risk losing trademark protection.

Famous Examples of Genericized Trademarks

Several well-known brand names have suffered this fate:

Aspirin - Originally a Bayer trademark, now generic in the U.S. but remains protected in many countries
Escalator - Once a trademark of the Otis Elevator Company, now a generic term for moving staircases
Thermos - Became generic in the U.S. in 1963 for vacuum-insulated containers
Trampoline - Originally a brand name, now the common term for the bouncing apparatus
Zipper - Once a trademark of B.F. Goodrich, now the generic term for this fastener

The Case of "Jiffy Bag"

"Jiffy Bag" presents an interesting case study in trademark genericization. Owned by Sealed Air, this trademark specifically refers to their brand of padded mailing envelopes. However, particularly in British English, "jiffy bag" (often lowercase) has evolved to become a generic term for any padded envelope, regardless of manufacturer.

What is a Jiffy Bag?

Originally, a Jiffy Bag is a specific brand of padded envelope manufactured by Sealed Air. The product features a paper exterior with bubble wrap or other cushioning material inside, designed to protect items during shipping.

According to linguistic resources and industry discussions, "jiffy bag" has become a general term in British English for any padded envelopes. This is similar to how "hoover" is used generically for vacuum cleaners in the UK or "google" as a verb for internet searching globally.

Evidence of Generic Usage

While specific examples from newspapers are challenging to find through online searches, several authoritative sources confirm the generic usage of "jiffy bag":

The Wikipedia page on Jiffy Packaging states that "the success of the products in the United Kingdom and Europe has made 'jiffy bag' a general term in British English for any padded envelopes."
Dictionaries such as the Cambridge Dictionary include entries for "jiffy bag" as a common term for padded envelopes.
Wiktionary notes that "as a kind of envelope, [jiffy] is a genericization of Jiffy bag."

"The success of the products in the United Kingdom and Europe has made 'jiffy bag' a general term in British English for any padded envelopes."

— Wikipedia, Jiffy Packaging

Regional Variations in Genericization

An important aspect of genericized trademarks is that their status can vary by region. A term may be generic in one country but remain a protected trademark in another. This creates a complex landscape for international brand protection.

In the case of "Jiffy Bag," its generic usage appears most prevalent in British English, while it may retain stronger trademark protection in other regions. This regional variation is common with genericized trademarks:

Trademark	Generic In	Protected In
Aspirin	United States	Canada, Mexico, Germany
Sellotape	United Kingdom	Many other countries
Jiffy Bag	United Kingdom (largely)	Various other jurisdictions
Bubble Wrap	Becoming generic in many regions	Still protected by Sealed Air

Implications for Trademark Owners

The genericization of "Jiffy Bag" and similar trademarks highlights several important considerations for brand owners:

1. Proactive Trademark Protection

Companies must actively protect their trademarks from becoming generic. This includes proper trademark usage in marketing materials, monitoring public usage, and taking action when necessary to prevent genericization.

2. Proper Trademark Usage

Brand owners should consistently use their trademarks as adjectives, not nouns or verbs, and include the generic term (e.g., "Jiffy® brand padded envelopes" rather than just "Jiffy Bags"). They should also use appropriate trademark symbols (® or ™) and include trademark notices.

3. Enforcement Strategies

Companies must balance enforcement of their trademark rights with public relations considerations. Overly aggressive enforcement can backfire, while insufficient protection may lead to genericization.

Protecting Your Trademark from Genericization

Use your trademark as an adjective, not a noun (e.g., "BAND-AID® adhesive bandages")
Include the generic term after your trademark
Use appropriate trademark symbols (® or ™)
Include trademark notices in materials
Monitor and correct improper usage by media, partners, and customers
Develop alternative generic terms for your product category
Consider advertising campaigns that educate about proper trademark usage

Conclusion: Lessons from the "Jiffy Bag" Case

The case of "Jiffy Bag" illustrates the delicate balance between trademark success and the risk of genericization. When a brand becomes so popular that its name becomes synonymous with the product category, it faces the paradoxical challenge of becoming a victim of its own success.

For trademark owners, this underscores the importance of consistent, proactive trademark protection strategies. For businesses developing new brands, it highlights the need to consider trademark protection from the earliest stages of brand development.

While "Jiffy Bag" may have become generic in some regions, particularly in British English, its journey offers valuable lessons for all trademark owners seeking to maintain the distinctiveness and legal protection of their brands in an increasingly globalized marketplace.