Bounty sues Brawny in paper towel tilt

The folks behind Bounty paper towels want to wipe up — and wipe out — a new design from rival brand Brawny, which they say copies their pattern.

At issue: Cincinnati-based Proctor & Gamble Co., Bounty’s owner, claims Atlanta-based Georgia-Pacific LLC is infringing on its trademark.

Proctor & Gamble is suing Atlanta-based Georgia-Pacific, saying the ‘quilted’ pattern of Brawny paper towels is too much like that of the ‘quilted quicker picker-upper.’

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The redesigned Brawny pattern looks too much like the bowtie-like embossed design on the Bounty ExtraSoft paper towels, P&G said.

The federal lawsuit, filed May 5 in the Southern District of Ohio, seeks unspecified damages. P&G also wants Brawny to stop using the design. Bounty, which has been around for more than 40 years, is known as the “quilted quicker picker-upper,” while Brawny is recognized by the muscled lumberjack on its packaging.

“We will rigorously defend our intellectual property rights, which in this case involves infringements to our Bounty trademark and trade dress,” P&G spokeswoman Lisa Jester, wrote in an e-mail response to questions.

Georgia-Pacific calls the lawsuit “meritless.”

“We disagree, with the allegations in the complaint,” said James Malone, a Georgia-Pacific spokesman. “We believe the claims are entirely meritless, and we plan to defend the lawsuit vigorously.”