The Candy Wars Part II: Dove v. Bliss in a Copycat Commercial Dispute

This is Part II in our recurring series: the Candy Wars!  This series covers the numerous intellectual property disputes between the two American candy behemoths: The Hershey Company (Hershey) and Mars Incorporated (Mars).  Part II covers the 2009 lawsuit where Mars sued Hershey over Hershey’s commercial for its (now-defunct) chocolate line, Bliss.  In the Complaint, Mars alleged that Hershey’s Bliss commercial infringed, among other things, Mars’s copyright registrations for the DOVE commercial.