I don't know anything for fact, but why can't Ebonite call it X, Hammer call it Y, Columbia call it Z? Unless you have the ability to break the coverstocks down, you have no idea if the formula is the same.
Each company can spend $1million on coverstocks, or they can take that million, divide up amongst the 4 companies, then each company has $750,000 to use other expenses
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How about a Fresca?