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Diving overview:
- Influencer Logan Paul’s Prime Hydration Sports drink competitor sues Más+ Professional athlete Lionel Messi has been accused of making misleading statements about his involvement in product creation and development.
- Prime’s lawyers say Más+ falsely claims in its marketing materials and website that Más+ is the brand’s founder and was involved in making the drink.
- Prime claims Más+ used the success of the influencer-founded brand as a “roadmap or blueprint” to create a competitive hydration beverage product. The story of Messi founding the brand is meant to boost sales and is “harmful” to Prime, the complaint states.
Dive Insights:
This complaint, filed October 9, adds: Legal disputes that already exist Among moisture brands
Last year, Mark Anthony Group, the Más+ holding company that owns White Claw and Mike’s Hard Lemonade, sued Prime. They claimed the two brands launched social media campaigns claiming similarities “in an effort to spark confusion”. Litigation is ongoing.
Prime’s latest lawsuit further deepens the feud by claiming that Más+ is “set out to emulate Prime Hydration’s success” with its celebrity-linked hydration brand. However, instead of focusing on the similarities between the two brands, the lawsuit targets Messi’s relationship with Más+.
Prime claimed that Messi did not start working on the drink on his own, but was provided with products from the Mark Anthony Group. The beverage company then licensed his name, image, signature and likeness for its products. The lawyers claim Más+ has harmed Prime through the loss of retail space across the United States.
Prime is seeking a jury trial and monetary damages on its lost profits claims. In addition to naming Mas+, a lawsuit was also filed against Messi himself. The complaint was filed in the U.S. District Court for the Southern District of Florida.
A spokesperson for the Mark Anthony Group did not immediately respond to Food Dive’s request for comment.
that Hydrated beverage market Many companies are expanding as they compete to cash in on this trend. The global electrolyte beverage market size is as follows: $74.19 billion in 2034According to Precedence Research.
