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Consumer OTC Drugs

Cool Mint Listerine toothpaste, mouthwash TV ad claims substantiated -- NAD.

This article was originally published in The Tan Sheet

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Executive Summary

COOL MINT LISTERINE TOOTHPASTE, MOUTHWASH AD CLAIMS SUPPORTED, the National Advertising Division of the Council of Better Business Bureaus announced Feb. 8. NAD opened the investigation after Crest maker Procter & Gamble challenged Warner-Lambert's television ads, claiming that the ads have "identical visual executions" and "conspire together to create an implied claim that the toothpaste is an effective antigingivitis agent." The ads were created by J. Walter Thompson, New York City.

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