Sears has filed a lawsuit against a Georgia online company, RockHard Laboratories, for selling a sexual enhancement spray marketed under the same name as their car batteries: “DieHard”.  Sears is demanding that RockHard stop using the trademarked name, and wants them to pay enough damages for Sears to run an ad campaign to correct any mistaken assumptions that DieHard batteries are associated with sexual enhancement.   

- Didn’t this also happen with “Ever-Ready” batteries?  

- Sears knew there was confusion when membership in their “Craftsmen Club” jumped 200% overnight.

- If Sears doesn’t have anything to do with sexual enhancement than why are they always trying to sell those “Extended” warrenties?