WM. Wrigley Jr. Company has sued e-cigarette firm Chi-Town Vapers LLC. for allegedly misappropriating their brand of electronic cigarette e-juice flavors. On July 13, Wrigley brought a trademark lawsuit against Chi-Town Vapers LLC, Chi-Town Labs and Robert Wilson, company owner, in the US District Court for the Northern District of Illinois Eastern Division.

They claim Chi-Town Vapers adopted trade dressing of Wrigley’s brand “Doublemint” and “Juicy Fruit” while selling and marketing thier e-juice flavors named “Double Mint E-liquid” and “Joosy Froot”. Michelle Green, Wrigley’s Marketing Communications Manager,  stated:

The use of popular candy brands in the marketing, sales and promotion of e-cigarettes is a grossly deceptive and irresponsible. We strongly condemn these actions, which are directly at odds with our anti-tobacco policy and our strict marketing standards.

The lawsuit alleges the fact that electronic cigarette materials within chocolate and candy targets children under the age of 18. Wrigley’s lawyers wrote to Chi-Town as early as July 2014 to remove all flavors allegedly marketed under the “Juicy Fruit”, “Skittles”, and “Doublemint” brand. Likewise, Wrigley alleged they used Wrigley’s double arrow design in their own product image design on the Chi-Town website to promote the flavors.However, Chi-Town simply removed images of these and reportedly continued to market the flavors under the names of “Double Mint” and “DBL Mint” in 2015, and later resumed the name “Joosy Fruit” in January of 2017.

Wrigley is calling for a preliminary and permanent injunction stopping Chi-Town from selling and/or promoting products at issue; while also pushing for damages – threefold any profits gained from sales of these products and all attorney fees.

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