SmithKline Aquafresh Whitening parity/superiority claims to be clarified -- NARB.
This article was originally published in The Tan Sheet
Executive Summary
SMITHKLINE AQUAFRESH WHITENING PARITY/SUPERIORITY CLAIMS TO BE CLARIFIED following a decision by the National Advertising Review Board published Nov. 12. NARB believes that in SmithKline Beecham television ads for the whitening toothpaste, the proximity of the parity claims, "Not even Rembrandt can whiten better than Aquafresh Whitening," and "Even Rembrandt can't beat Aquafresh Whitening" to a superiority claim over P&G's Crest toothpaste results in an implied superiority claim -- "In fact it's clinically proven to whiten better than Crest" -- of Aquafresh over Rembrandt.
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