Mackall, Crounse & Moore, PLC has joined Dewitt Ross & Stevens S.C.

The newly formed DeWitt Mackall Crounse & Moore S.C. will provide clients with enhanced legal services
and efficiencies as well as access to more than 100 attorneys practicing in nearly 30 areas of
law in Wisconsin and Minnesota.

Dismiss this message


News & Education

Back to Minnesota Articles

Filter by:

DeWitt Successfully Defends Client Against Multi-Million Dollar False Advertising & Unfair Competition Claim

GREEN BAY | MADISON | MILWAUKEE | MINNEAPOLIS – Attorneys Eric Chadwick, Jim Nikolai and Zachary Armstrong, members of DeWitt’s Intellectual Property Litigation practice group, successfully defended Tricam Industries, Inc. against a multi-million-dollar claim asserted against Tricam by Little Giant Ladder Systems, LLC.

Last week, Judge Eric C. Tostrud, United States District Court of Minnesota, entered judgment, with prejudice and on the merits, in Little Giant Ladder Systems, LLC, v. Tricam Industries, Inc., in favor of Tricam on the claims made by Little Giant under the Lanham Act and the Minnesota Deceptive Trade Practices Act.

At the heart of Little Giant’s claims against Tricam was the assertion by Little Giant that Tricam falsely advertised its Gorilla Ladders® multi-position ladders as compliant with the American National Standards Institute (ANSI) standards.   ANSI compliance is a voluntary standard providing rules and criteria for safe ladders.     

During the litigation, spanning five years, Tricam vigorously defended itself and steadfastly maintained its Gorilla Ladders® products were in fact compliant with ANSI and, therefore, the advertisements of ANSI compliance were true.  The Court’s ruling completely vindicated Tricam’s position, with findings not only that the advertisements were true, but also that no consumers were deceived and that the advertisements did not affect consumers purchasing decisions. Tricam President, Jeff Skubic, remarked on the victory, “We’re extremely pleased with the Court’s ruling and validation of our position.  We have a very high level of confidence in our partnership with Eric Chadwick and the team at DeWitt.”

About the Author

Michelle joined DeWitt in January 2011 as the Director of Marketing. She is responsible for the marketing, communication and business development efforts of the firm.

She has more than 20 years of experience in the legal marketing industry.  Michelle is a proud veteran of the United States Army Military Intelligence Corps where she served four years on active duty as an Arabic Linguist, with an emphasis in Egyptian dialect.

For more information about this article please contact Michelle Friedman, Marketing Director, by email or by phone at (262) 754-2877.

Our Locations

Greater Milwaukee - Get Directions

Green Bay - Get Directions

Madison - Get Directions

Minneapolis -Get Directions



Get to know us

DeWitt LLP is one of the ten largest law firms based in Wisconsin, with an additional presence in Minnesota. It has more than 130 attorneys practicing in Madison, Greater Milwaukee, Green Bay and Minneapolis in over 30 legal practice areas, and has the experience to service clients of all scopes and sizes.


We are an active and proud member of Lexwork International, an association of mid-sized independent law firms in major cities located throughout the Americas, Europe and Asia and an active member of SCG Legal, an association of more than 140 independent law firms serving businesses in all 50 state capitals and major commercial centers around the world.


Super Lawyers 2021
Best Lawyers 2013 – 2021
Compass Award 2012
Top 100 Lawyers: National Trial Lawyers Association


While we would like to hear from you, we cannot represent you until we know that doing so will not create a conflict of interest. Accordingly, please do not send us any information about any matter that may involve you until you receive a written statement from us that we represent you (an “engagement letter”). You will not be a client of the firm until you receive such an engagement letter.

The best way for you to initiate a possible representation is to call DeWitt LLP at 608-255-8891. We will make every effort to put you in touch with a lawyer suited to handle your matter. When you receive an engagement letter from one of our lawyers, you will be our client and we may exchange information freely.

Please click the “OK” button if you understand and accept the foregoing statement and wish to proceed.