The company has filed a lawsuit in New York stating the brand name is being used in ‘violation' of its registered trademark. It is demanding the company withdraw its trademark applications and stop trading its products under the Total name.
Colgate said its Total toothpaste brand is one of its leading marketing tools.
It also filed a separate lawsuit against oral care company Chattem, which produces Act Total Care mouthwash.
In the case of Johnson & Johnson, Colgate-Palmolive had entered into a ‘joint promotion and collaboration agreement' with Pfizer Consumer Health Care Division, which owned Listerine before it was sold to Johnson & Johnson.
However, the company argues that after Johnson & Johnson acquired Listerine, it launched Total Care mouthwash without the consent of involvement of Colgate-Palmolive.
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