In a television advertisement, Tropicana Products, Inc., had Bruce Jenner, U.S. Olympic decathlon champion, squeezing an orange. As the juice went into a Tropicana carton, he said, “It’s pure,...

In a television advertisement, Tropicana Products, Inc., had Bruce Jenner, U.S. Olympic decathlon champion, squeezing an orange. As the juice went into a Tropicana carton, he said, “It’s pure, pasteurized juice as it comes from the orange.” The voice-over then stated, “It’s the only leading brand not made with concentrate and water.”Coca-Cola, owner of Minute Maid, sued Tropicana for false advertising under the Lanham Act. It claimed that the juice was not freshly squeezed juice but was often heated and frozen before packaging. Who won this case, and why?