AstraZeneca has spent billions over the years marketing its Nexium as the ‘purple pill.’
Indian company Dr. Reddy’s Laboratories Ltd. has been blocked from selling its generic version of Nexium in the U.S. After AstraZeneca PLC complained of the pills’ purple color, saying it encroached on its trademarks.
A Delaware district court ruled that, by using the purple branding, Dr. Reddy’s will likely create the false impression that its drug is identical to Nexium.
This is a great example of an enterprise risk!
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