On Appeal To Advertising Experts, P&G Gets Nod For ‘#1’ Claim With Brand Qualifier On Oral-B Picks
National Advertising Review Board says P&G’s #1” claim in a shield-shaped logo on Oral-B Precision Clean Interdental Picks package fronts “is adequately connected to the explanatory information," which states “from the makers of the #1 dentist recommended floss brand.”
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P&G appeals a decision advising it to discontinue a ‘#1’ claim on packaging and ads for Oral-B Precision Clean Interdental Picks because the context and font suggest they are tops in their categories, rather than the intended message of being sold by the marketer of the most recommended flossing brand.
Unilever's "from the #1 dermatologist recommended cleansing brand" labeling claim for Dove Daily Hydrating Cleansing Cloths has a "reasonable basis," the National Advertising Division of the Council for Better Business Bureaus concludes in a recently-released case report
“There’s a heightened need for products that deliver against health, hygiene and clean home concerns and a willingness to spend just a little bit more to ensure that I’m using a product that I know and trust,” says CFO Jon Moeller