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P&G’s Implied Superiority Claim For Olay Vs. Dove Is Unsupported – NAD

This article was originally published in The Rose Sheet

Executive Summary

P&G/Olay comes away from a National Advertising Division dispute at liberty to use in future ads, at best, a qualified version of the least assertive claim it ran in print and online for Olay Ultra Moisture bar soap. According to challenger Unilever, the Cincinnati firm’s advertising, when considered in its totality, communicated the unsubstantiated message that P&G’s offering is superior to the Dove white bar.

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