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He began to prioritize promoting the Old Gold brand instead of Beech-Nut chewing tobacco, [7] using such tactics as Old Gold on Broadway and sponsoring "Old Gold Presents Paul Whiteman and His Orchestra" which was a weekly hour-long show on Tuesdays nights over CBS from station WABC in New York

They stated in court that the trademark was confusingly similar to their own and that she was diluting Van Halen, passing off Van Halen and committing unfair competition for Van Halen. Now both parties have settled the dispute out of court

Given these circumstances, some smokers are likely to stop consuming the product while others will simply reduce their smoking frequency.