Right, clearly they do have the trademark on the phrase. But the mark is limited in scope to things related to "Non-alcoholic beverages, namely, soft drinks [ ; syrups, concentrates and powders for making beverages, namely, soft drinks]". So they have no right to enforce it in reference to a book or book advertisement, as they tried to do here.
To be clear, they registered its use for "Non-alcoholic beverages, namely, soft drinks [ ; syrups, concentrates and powders for making beverages, namely, soft drinks]", but they can still claim someone is violating a non-registered trademark.
