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Oliver vs MonaVie

Oliver vs MonaVie

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Published by kevin_thompson
Class action lawsuit was filed in Arkansas against MonaVie for deceptive marketing practices.
Class action lawsuit was filed in Arkansas against MonaVie for deceptive marketing practices.

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Published by: kevin_thompson on Oct 29, 2011
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01/23/2013

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INTHECIRCUITCOURTOFMILLERCOUNTY,ARKANSAS
JOENEALOLIVERIndividuallyandasClass
RepresentativesonBehalfofAllSimilarlySituatedPersons,
vs.
MONAVIE,INC.
MONAVIE,L.L.C.
DEFENDANTS
PLAINTIFF'SCLASSACTIONCOMPLAINT
COMENOWthePlaintiff)JoeNeal
Oliver,
individuallyandasclassrepresentativeson
I:
~
f
ehalfofallsimilarlysituatedindividualresidents
of
thestateofArkansas,andfilesthisClassActionComplaintagainsttheDefendantslistedaboveinthestyleofthisactione~Defendants").
INTRODUCTIONANDNATUREOFCASE
1.TheMonaViejuicescamisthenewestcreationofnotedmulti-levelmarketingschemearchitect,
and
prior"superjuice"creator,DallinLarsen,afterhislastventurewashalted
by
theFoodandDrugAdministrationbecauseoffalseandmisleadingadvertising.MuchlikeLarsen'slast"superjuice"creation,MonaVieismarketed
and
soldtovulnerableconsumersatanoutrageouslyinflatedpricebecauseDefendantsandtheir"independentdistributors"createfalsehopesforpreventingandtreatingillnesses
by
generatingfalseandmisleadingadvertisementsandclaimsaboutthehealthbenefitsofdrinkingMonaVie
juice,
Defendantsandtheir
 
"independentdistributors"areengagedinaconspiracytounjustlyenrichthemselvestothemaximumextentpossibleattheexpenseofconsumerswhofallvictimtothefalseandmisleadingadvertisementsgenerated
by
Defendants
and
theirco-conspirators.ThisistheMonaVieScheme.Thislawsuitisdesignedtoredress
the
harmdone
to
ArkansasconsumersasaresultoftheMonaVieScheme.2.Thosewhoignorehistoryareboundtorepeat
it.
Mona
Viesstory
isalmostidenticaltothatofRoyalTonganLirnu--another"superjuice"product
with
toe-good-to-be-trueallegedhealthbenefits.BothwerecreatedbyLarsen,Botharebaseduponanexotic"superfood"foundinremotelocationsoftheworld.Bothmarketingschemeswerebasedonclaimsofoutrageous
r
healthbenefitsfromconsumingtheproductrangingfromcuringcanceranddiabetestomakingyourskinbeautiful.Bothweresoldthroughmulti-levelmarketingschemeswhereuntrained"distributors"selltheproductbyextollingtheunprovenhealthbenefitstounwittingconsumers,RoyalTonganLimucameunderFDAscrutinyforthefalseandmisleadingadvertisementsaboutitsallegedhealthbenefitsandtheproductwasultimatelytakenoffthemarketwiththeunsoldinventorybeingpouredintoalandfillunderFDAsupervision.ThefalseandmisleadingadvertisementsgeneratedbytheMonaVieScheme,whichcanbestbedescribedaspropaganda,areJustasoffensivetothecommonlawandconsumerprotectionlawaaswastheRoyalTonganLimuadvertising.3,ThepropagandacreatedthroughtheMonaVieSchemeisfalseandmisleadingaboutthenatureofandbenefitsattributabletoconsumingMonaViejuice.ThepropagandaisanessentialcomponentoftheSchemebecausetheperpetuationofthebeliefthatMonaViejuice
will
cureortreatwhateverhealthproblemsaconsumermighthaveisthemainreasonDefendantsareabletochargethewrongfullyinflatedpriceofapproximately$45fora25ouncebottle.
2
 
4.Themulti-levelmarketingsalesstructureIsalsoan
essentialcomponent
ofthe
Scheme.
Defendants
andtheir
"independent
distributor"sales
force
work
together
inasymbiotic
fashion
tosellasmuchwrongfullyoverpricedMonaViejuiceaspossible.Defendantsknowthattheirco-conspirator"independentdistributors"generatefalseandmisleadingadvertisingaboutthehealthbenefitsofMonaViejuice,butdonotstopthembecausesuch
advertisements
generatesalesofMonaViejuice.Themostinsidiousformofthisfalse
and
misleadingadvertisingarethetestimonialswhereindividualsattributemiraculousmedical
breakthroughs
totheirindividualchronichealthconditiontodrinkingMonaViejuice.Defendants,ofcourse,taughttheir"independentdlstributors''howtogenerate
such
testimonials
by
themselveshiringindividualsofmodestcelebritytomaketheirownmisleadingtestimonials.5.Defendantsareveteransofthemulti-level-marketingschemeandareouttoprotectthemselvesandtheirunjustincomestreamderivedfromMonaViejuice
sales,
Todothis,despitedirectlyparticipatingintheScheme,Defendantsletthe"independentdistributors"dotheirdirtyworkforthem,DefendantshavelearnedthroughexperiencethatthisisbestaccomplishedbytryingtodistancethemselvesfromthewildandoutrageousclaimsofhealthbenefitsattributabletoMonaViejuiceconsumptionmade
by
the"independentdistributors."Defendantshavecleverlycrafted"policiesandprocedures"fortheirdistributorsallegedlyforbiddingthemfrommaking
outrageous
claimsaboutMonaViejuice.However,thisfeignedattempttodistancethemselvesfromtheoutrageousclaimsmadeissimplyanefforttogainplausibledeniabilityandshiftblametothe"independentdistributors"forthefalseandmisleadingadvertisementwhichimproperlydrivesalesandenrichDefendants.Whilemaintainingthisruse,Defendantshaveandcontinuetoexplicitlyandtacitlyapproveoffalse
and
misleadingadvertisementscreatedandpromulgatedbythe"independentdistributors."The
3

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