Consumer goods giant Procter & Gamble has disclosed that a federal lawsuit it had filed against rival Ranir over patent infringement has been resolved. The suit over patented technology used in tooth-whitening strips was filed last year by Procter & Gamble. According to Procter & Gamble its rival Ranir distributed a version of Crest Whitestrips via Kroger, Walmart and other retailers in North America. While Kroger is the biggest traditional supermarket operator in the United States, Walmart is the largest retailer of Procter & Gamble’s products.
Per the lawsuit which was filed last year in March products from Ranir were packaged under various retail store brands and this included the private labels of both Walmart and Kroger. The settlement between the two firms will see Ranir acquire rights to the patents belonging to Procter & Gamble under terms that were not revealed. The patents in question belonging to Procter & Gamble expired last year in June.
Intellectual property rights
The consumer goods giant said that the settlement was a testament to its resolve to successfully enforce the intellectual property rights protecting Crest Whitestrips brand. Currently in the market for whitening strips, Crest Whitestrips is the leader. The teeth-whitening industry is worth $387 million and Crest Whitestrips has cornered 67% of the market shared. Crest Whitestrips was launched in 2001.
This comes in the wake of Procter & Gamble, the biggest advertiser in the world, disclosing that it pressured digital media firms to enhance transparency with regards to viewership metrics and providing information on the number of people who saw ads. Procter & Gamble also pressured ad agencies to disclose how advertising dollars were spent.
Digital ad cuts
As a result tech firms such as Google and Facebook have had to rework their algorithms in order to check the quality of content and provide marketers with increased control on ads as well as protecting their brands from being linked to inappropriate or unrelated content.
“With transparent viewability data, we learned that the average view time for an ad on a mobile newsfeed is 1.7 seconds – little more than a glance – pushing us to innovate,” said the chief brand officer of Procter & Gamble, Marc Pritchard.
According to the consumer goods firm fresh ad consumption data had encouraged Procter & Gamble to reduce the amount it spend on digital advertising by between 20% and 50% in 2017. Between April and June last year the consumer goods company reduced digital ad spend by over $100 million.