Pepsodent targets Colgate using a Frontal Attack
(Purely Offensive One), claiming it has 30 percent more "Germ Attack
Power" and fights against cavities continuously. Though, Colgate Palmolive
filed a legal suit against Pepsodent, their plea was rejected. The court made
following claims supporting its decision, "The court is not persuaded to hold at this stage that
the impugned TV advertisement or the printed advertisement by HUL is disparaging of or denigrating the product Colgate Strong Teeth of
the plaintiffs (Colgate)" & "The court
is not satisfied that the plaintiff has made out a prima facie case for the
grant of an ad-interim injunction as prayed for. The application is dismissed."
Given the kind of judgement given by the court, it is likely that Colgate would employ a similar kind of advertising ploy to pull Pepsodent down on some other product feature(s). Let's see how Colgate reacts ahead.
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