Prime Hydration, co-founded by Logan Paul and KSI, filed a countersuit against Mas+ by Messi on November 20, 2024, accusing the drink company of infringing on its trademarked bottle design and tagline.
This legal action follows an October lawsuit by Mark Anthony International, the distributor of Mas+, which sought a declaratory judgment to prove no infringement had occurred.
Prime's countersuit alleges that the Mas+ bottle design violated its trade dress, a legal protection for product packaging or design that distinguishes a brand. Prime claims this similarity caused "consumer confusion," leading some buyers to mistakenly associate Mas+ with Prime Hydration. To support these allegations, Prime presented evidence, including Instagram posts where consumers tagged Prime in photos of Mas+ bottles, illustrating the confusion.
The lawsuit further claims the resemblance amounts to "unfair competition," misleading consumers into believing the products are affiliated. Prime is demanding that Mas+ by Messi change its bottle design and tagline, cease using the alleged infringing trade dress, and pay damages, including profits made from sales of the current design.
This legal dispute adds to Prime Hydration’s ongoing challenges, as the company is also facing litigation over its Prime X bottle designs from another hydration brand. The outcome of these cases could shape the future of both brands' packaging strategies.
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