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P&G Secret, Sure clear formula efficacy claims need condition of use data -- NAD.

This article was originally published in The Rose Sheet

Executive Summary

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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