P&G Secret, Sure clear formula efficacy claims need condition of use data -- NAD.
This article was originally published in The Rose Sheet
SECRET SHEER, SURE CLEAR SUPERIORITY CLAIMS MUST BE BASED ON ACTUAL USE, NAD determined after reviewing comparison claims in Procter & Gamble print and TV ads, FSIs and packaging for the company's two deodorant/antiperspirants. "Given the many significantly different forms of APs [antiperspirants] marketed (e.g., solids, gels, gel solids, roll-ons and aerosols), it is important in efficacy testing to determine the amount of each type of AP that a consumer would actually apply," the National Advertising Division of the Council of Better Business Bureaus concludes in its June 15 case report. Gillette initiated the NAD challenge, specifically questioning P&G's claims that Secret Sheer Dry and Sure Clear Dry outperform the market leading clear gels. Gillette's antiperspirant brands include Soft & Dry, Dry Idea, Right Guard and Series for Men.
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