In Vivo is part of the Business Intelligence Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


Colgate maintains toothpaste seashell ads do not infringe P&G copyrights.

This article was originally published in The Rose Sheet

Executive Summary

COLGATE CONSUMER AD TEST SHOWS CONFUSION OVER CREST ORIGIN, P&G CLAIMS in a copyright infringement suit filed against Colgate-Palmolive Dec. 4 in Manhattan federal court. Colgate consumer testing has shown that "consumers who have seen Procter & Gamble's [Crest toothpaste] commercial in China are confused and erroneously believe that Procter & Gamble's Crest toothpaste comes from Colgate," P&G alleges.



Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts