Rebuttal of false advertising claim

CRA was retained by counsel for the Defendant, a US subsidiary of a multinational drink and brewing company, to assess the issue of monetary relief in connection with alleged false advertising in violation of the Lanham Act, 15 U.S.C. §1125(a). The accused campaign consisted of accused advertisements and packaging for an ingredients transparency initiative launched by the Defendant. CRA’s consultant quantified alternative measures of alleged Defendant’s profits and conducted a profit apportionment analysis.