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P&G Takes ‘Raising The Bar’ Too Far In Superiority Claim For Olay Over Dove – NAD

This article was originally published in The Tan Sheet

Executive Summary

P&G can use in future ads, at best, a qualified version of the least assertive claim used in print and online for Olay Ultra Moisture bar soap, NAD recommends. According to Unilever, P&G’s advertising, considered in its totality, communicated an unsubstantiated message that Olay is superior to the Dove white bar.

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