During last year’s Super Bowl, Chobani and its ad agency Droga5 told us that “how matters.” It was a brilliant Chipotle-style CSR call-to-arms that led, in part, to speculation that the company will soon go public.
Now author/ethics consultant Dov Seidman and his lawyers want to make that filing process a bit more difficult.
Seidman, whose best-selling book bore the title How: Why How We Do Anything Means Everything and an introduction by no less than Bill Clinton, filed suit against both agency and client yesterday for “trademark and service mark infringement and unfair competition.”
For some reason, he seems to think that the campaign might have been related to his book…
— Chobani (@Chobani) January 29, 2014
Interestingly, Seidman’s company LRN retweeted the message above before declaring it to be lawsuit-worthy. A little extra explanation after the jump.