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

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.
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