The Arabic word jalla, which means ‘come on, hurry up’, was introduced to the Norwegian language by soldiers who served with UN peacekeeping forces in the Middle East. In Norwegian, the word has come to mean ‘gaudy’ or ‘outlandish’, but it is also used to indicate that something is of low quality or below accepted or traditional standards. So how did this word become the subject of a trademark conflict between a local carbonated soft drink maker and international giant The Coca-Cola Company?