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Warner-Lambert Cool Mint Listerine toothpaste, mouthwash ads substantiated -- NAD.

This article was originally published in The Rose Sheet

Executive Summary

WARNER-LAMBERT COOL MINT LISTERINE TOOTHPASTE, MOUTHWASH TV ADS SUBSTANTIATED, the National Advertising Division of the Council of Better Business Bureaus concluded in a Feb. 8 case report. NAD investigated the truth and accuracy of implied claims in the ads following a challenge by Crest manufacturer Procter & Gamble. P&G took issue with Warner-Lambert's Cool Mint Listerine toothpaste and mouthwash ads, claiming that they have "identical visual executions" and "conspire together to create an implied claim that the toothpaste is an effective antigingivitis agent." P&G supplied communication research to NAD to support its claims.
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