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Chobani and its agency Droga5 are being sued by inspirational author Dov Seidman, who is claiming the yogurt infringed on his trademark while lifting core concepts from his 2011 book, "How: Why How We Do Anything Means Everything."
Seidman, also the CEO of business consultancy LRN, alleges that the defendants illegally employed his trademark in its 2014 Super Bowl campaign, which utilized a "How Matters" tagline. The messaging in question also ran during the Winter Olympics and Academy Awards via TV and digital properties.
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