Oral health

Dental guards already accounted for “well over half of the brand’s revenue” and DenTek claimed more than 50% of US category share when PCH launched "Fantasy Guards" campaign targeting fantasy football league enthusiasts.

P&G provides reasonable basis in NAD review for Crest 3D Whitestrips claims on labeling featuring numbers from 4 to 34 to indicate the “Levels Whiter” users’ teeth will appear. NAD says GuruNanda’s population in survey contesting P&G claims was “a fatal flaw.”

P&G supports brand and performance claims for Crest Pro-Health Detoxify toothpaste, NAD concludes, but will modify a fluoride claim following review on a challenge by GuruNanda.

GuruNanda appealing a National Advertising Division decision, following a review of a Procter & Gamble challenge, that it cease using a “natural teeth whitening” claim for its namesake brand pulling oil, mouthwash and gel pen.