Spelling.
Do you think that they have used a unique spelling so they can claim some rights to the name of the product?
Yes. It started in the 60s. A handful of companies deliberately misspelled their products' names to break through the clutter and call attention to the item. One of the biggies that got a lot of attention in the 1930s was: Kool Cigarettes. Suddenly everyone was doing it and it no longer called attention to the product. Similar to today's mashing words together for product or company names.
In the late 70s I met a young woman from Paris, France who was visiting family in Miami, Florida. We were driving around and she was astonished at all of the business signs, billboards, and advertising that misspelled names and headlines. And asked, me if Americans were such terrible spellers. I tried to explain "artistic/poetic license" in advertising, but she was having none of it. Her response was, "That's the stupidest thing I ever heard." I didn't disagree. When everybody's doing it, it's no longer unique or unusual and loses its impact.