*6 •
F i g . 2 : T w o e x e m p l a r s o f t h e C ap r i S u n P o u c h . J S UF ,i 4 0 . T h e p a r t i e s r e p r e s e n t t h a t t h e C a p r i S u n b r a n d h a s o ff e r e d p r o d u c t l i n e s n a m e d " O r i g i n a l , " " O r g a n i c , " " 1 00 % J u i c e , " " F r u i t R e fr e s h e r s , " " F r u i t & V e gg i e , " " R o a r i n ' W a t e r s , "
a n d " S p o 1 t . " I d. ,i 4 2 . C a p r i S u n ' s " O r i g i n a l " l i n e a l o n e n o w fe a t u r e s fl a v o r s s u c h a s l e m o n a d e , w i l d c h e rr y , g r a p e , s t r a w b e rr y , s t r a w b e rr y k i w i , r e d b e rr y , t r o p i c a l p u n c h , m o u n t a i n c oo l e r , c o a s t a l c oo l e r , p a c i fi c c oo l e r , s u r fe r c oo l e r , s p l a s h c oo l e r - a n d , o f c o u r s e , o r a n g e . I d . ,i 5 0 . I n 2 0 2 0 , C a p r i S u n t e s t e d , b u t d i d n o t c o n t i n u e , a p r o d u c t l i n e o ff e r i n g fi l t e r e d w a t e r i n i t s P o u c h . S ee i d . ,i,i 6 8 - 7 0 .
S i n c e S e p t e m b e r 2 00 1 , K r a ft - i n a dd i t i o n t o s e ll i n g t h e C a p r i S u n b r a n d - h a s s o l d j u i c e p o u c h p r o d u c t s - c a ll e d " J a mm e r s " - i n t h e P o u c h M a r k p u r s u a n t t o a l i c e n s e a g r ee m e n t w i t h C a p r i S u n . I d . ,i 1 3 8 . J a mm e r s i s , h o w e v e r , t h e o n l y a u t h o r i z e d p r o d u c t t h a t C a p r i S u n h a s l i c e n s e d t o u s e t h e P o u c h M a r k t h a t i s o u t s i d e t h e C a p 1 i S u n b r a n d . O n A u g u s t 2 0 , 2 0 0 1 , s h o r t l y b e fo r e J a mm e r s s a l e s b e g a n , C a p r i S u n ' s o w n e r , H a n s - P e t e r W i l d , w r o t e a l e tt e r t o D a v e J o h n s o n - K r a ft ' s v i c e p r e s i d e n t , a n d p r e s i d e n t o f b e v e r a g e s , d e ss e r t s a n d c e r e a l s - e m p h a s i z i n g
6
t h e p r e s i d e n t a n d v i c e p r e s i d e n t o f s a l e s , t h e c h i e f m a r k e t i n g o f fi c e r , s e n i o r b r a n d m a n a g e r s , a n d t h e d i r e c t o r o f R & D o f H a r v e s t H i ll B e v e r a g e C o m p a n y ( " H a r v e s t H i l l " ) , A B C ' s p a r e n t . T h e s e
i n d i v i du a l s , i n t h e m a i n , e m a i l e d e a c h o t h e r o r A B C r e t a i l c u s t o m e r s d i s c u ss i n g d e s i g n c h a n g e s t o s h a p e o f t h e L i c e n s e d P o u c h , c h a r a c t e r i z i n g t h e s e c h a n g e s a s " s l i g h t l y .. . r o u n d [ i n g ] " t h e p o u c h ' s t o p c o m e r s , a n " e v e r s o s l i g h t [ ] " c h a n g e , " a v e r y s u b t l e c h a n g e t o t h e p o u c h , " o r " s l i g h t t w e a k s . " I d . ,r,r 3 0 2 - 3 0 5 . O t h e r s u c h e x c h a n g e s d i s c u ss e d " m o c k u p s " o f t h e n e w d e s i g n , a n d r e q u e s t s fo r a C a p r i S u n " k n o c k o f f ' o r a " C a p r i S u n - l i k e p r o du c t . " I d . ,r ,r 3 11 - 3 1 3 . T h e s e e x c h a n g e s a r e r e v i e w e d i n m o r e d e t a i l , i n f r a .
B y t h e t i m e C a p r i S u n c o mm e n c e d t h i s l i t i g a t i o n , A B C w a s m a n u fa c t u r i n g a n d s e ll i n g p o u c h e s i n t h e A cc u s e d P o u c h s h a p e fo r 2 4 b r a n d s . S ee i d . ,r 2 9 0 . E a c h b r a n d i s a v a i l a b l e i n d i ff e r e n t fl a v o r s a n d d i r e c t l y c o m p e t i t i v e w i t h C a p r i S u n - b r a n d e d p r o du c t s . I d . ,r ,r 2 9 1 - 2 9 2 .
S i d e - b y - s i d e i m a g e s o f t h e L i c e n s e d P o u c h a n d t h e A cc u s e d P o u c h a pp e a r b e l o w : F i g . 6 : L e f t : F l a t t e n e d L i c e n s e d P o u c h . R i g h t : F l a tt e n e d A cc u s e d P o u c h . P l . 5 6 . 1 ,r 8 0 .
A d r a w i n g s u p e r i m p o s i n g t h e A c c u s e d P o u c h o v e r t h e L i c e n s e d P o u c h a pp e a r s b e l o w :
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(1) Advertising Expenditures:
Advertising expenditures are regarded as "indirect
evidence of the possible effect that advertising may have on consumers' association of the
[trademark] with the source of the product."
LVLXlII Brands,
Supp. 2d at 371 (alteration in original) (citation omitted).
Capri Sun has marshalled impressive data chronicling its advertising spend in the years leading up to this suit. A 2019 report by the University of Connecticut's Rudd Center for Food Policy & Obesity, titled "Children Drink F.A.C.T.S. [Food Advertising to Children and Teens Score] 2019," chronicled that Capri Sun's annual advertising spend across all its sub-brands was consistently between $19.8 million and $20.1 million each year between 2013 and 2018. JSUF ,r 77 (citing Dkt. 79-26 at 38). The report, on which Capri Sun's expert Dr. Steckel relies, see Steckel Rep. ,r 33 n.43, sources this data to the Nielsen Corporation and the authors of the report.
Dkt. 79-26 at i, 38. A 2014 article by the advertising news outlet AdAge similarly stated that "Capri Sun spent nearly $20.5 million on measured media" in 2013, which the article sourced to the Kantar Media Group. JSUF ,r 78 ( citing Dkt. 79-27 at 2).
ABC questions this data because it derives from third parties. It argues that Capri Sun should have requested advertising spend data directly from its U.S. licensee, Kraft. Def. SJ Mem. at 8. Only ABC chose to subpoena Kraft for this data; it obtained a single document regarding the period from 2015 to 2019, which, according to ABC, "is indecipherable without testimony from Kraft." Neither side deposed a Kraft representative on this point. Id.
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