SmithKline appealing Aquafresh Whitening/Rembrandt parity ad claims to NARB.
This article was originally published in The Tan Sheet
Executive Summary
SMITHKLINE AQUAFRESH WHITENING/REMBRANDT PARITY CLAIM is supported, the company argues in a NAD Case Report released by the National Advertising Division of the Council of Business Bureaus on June 30. SmithKline Beecham states that it disagrees with NAD's finding that the company "has not shown a reasonable basis to support express claims that Aquafresh Whitening is at parity with Rembrandt" toothpaste because SmithKline's claims are not specifically limited to surface stains. SmithKline believes it has proven that the parity claim, as it has appeared in the ads in question, is valid and supported.
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