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Carlson Marketing sues in ‘diaper rewards’ case

Carlson Marketing sues in ‘diaper rewards’ case
Carlson Marketing is suing a manufacturer over its online customer rewards programme.

The giant US marketing agency is taking the action against the manufacturer of Huggies diapers,  Kimberly-Clark, in regard to an alleged patent infringement.

The Huggies programme rewards customers who buy its products including diapers, pull-Ups and wipes. Codes on the product packaging can be entered at the Enjoy the Ride Rewards website for points redeemable for more Huggies products, music, toys and gift cards to retailers and restaurants.

US-based Kimberly-Clark and its fellow defendant promotional marketer IC Group have run the website since at least April 2009, according to the lawsuit, and use unique codes concealed on the products.

In a civil complaint filed in Minneapolis U.S. District Court on April 8, Carlson said that code technique is covered under a March 2000 patent for a “method of building up a data bank containing customer data and/or for the organization of a rebate or coupon system.”

Carlson wants a federal judge to ban the alleged violation and award damages of over US$50,000.

Kimberly-Clark and Canada-based IC Group have yet to respond to the lawsuit.

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