CINCINNATI: Two of the world's biggest advertisers are set for a courtroom showdown after Procter & Gamble issued a lawsuit claiming that new packaging for Kraft's Maxwell House brand violated a patent for its own Folgers Coffee line.

P&G filed the complaint in a district court in Ohio, and is asking for damages and a ban on the sale of the four-pound Maxwell House plastic packaging.

Steve Jemison, P&G's chief legal officer, said: "We made large investments to overcome the technical challenges in making a lightweight plastic container that can withstand the pressure changes that occur between the factory and the consumer's home."

Kraft spokeswoman Susan Davison replied: "Kraft does not infringe the valid patent rights of others. We will vigorously defend ourselves in this matter." 

P&G previously issued a lawsuit against Kraft related to Maxwell House packaging in August 2007, with Kraft responding in November that year with a suit of its own relating to an alleged infringement of a different Maxwell House patent by Folgers.

Data sourced from Wall Street Journal; additional content by WARC staff