Kellogg/Exxon Dispute The lion rules the animal kingdom, but in the advertising jungle, it's tigers who are fighting it out for dominance. Earlier this week, the Supreme Court upheld a lower court ruling that the Kellogg cereal company could sue the oil company Exxon for copyright infringement. The straw that broke the spotted back? Exxon using the big cat to advertise their mini-marts. After thirty years of peaceful co-existence, Kellogg alleges you can have a tiger in your tank, but not in your cereal bowl.