Last month, Procter & Gamble Co. sued Colgate-Palmolive Co. for copyright infringment and unfair competition over a visual sequence (left) used in TV commercials for China, Australia, Uruguay and the Philippines. P&G claims Colgate copied a demonstration used in P&G's Crest TV ads, which use an eggshell. Colgate uses a seashell in its demonstration.
The suit, which also names Colgate agency Young & Rubicam, was filed in New York. A Colgate spokesman said the company believes the lawsuit is baseless and intends to vigorously defend Colgate's legal right to use the commercial.
In November 1996, Ad Age International reported on the marketing battle between Colgate and Crest in China.