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P&G Tartar Control Crest ad challenged

This article was originally published in The Rose Sheet

Executive Summary

Chese-Pond's objects to claims made in a recent TV ad campaign for Tartar Control Crest in an advertising challenge submitted to the American Dental Association in late January. The Crest ad questions the combined benefits of a hydrogen peroxide/baking soda formula toothpaste relative to the formula of Tartar Control Crest. Chese-Pond's markets Mentadent, a hydrogen peroxide/baking soda dentifrice. Both Mentadent and Tartar Control Crest carry the ADA "seal of acceptance." Under ADA advertising challenge procedures, the challenged advertiser is required to respond to the challenger within two weeks
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