Wrigley's Gum Ads Causing Stink

Wrigley's Gum Ads Causing Stink

Wrigley Jr. Co.’s advertising claims that its Eclipse gum kills germs that cause bad breath has caused a stink with rival Cadbury and the Council of Better Business Bureaus.

A division of the business organization announced Wednesday that it’s recommending Wrigley modify or discontinue certain advertising claims about Eclipse.

Chicago-based Wrigley, which was bought last year by Virginia-based Mars Inc., said in print and television advertising that its new formula for Eclipse has a magnolia bark extract that is scientifically proven to kill bad-breath germs. The council’s National Advertising Division, the industry’s self-regulatory forum, said there is not enough credible scientific evidence to make the claims and Wrigley should only advertise that there is emerging evidence that magnolia bark extract could help kill germs.

A Wrigley spokeswoman was not available for comment.

The industry group examined the advertising claims following a challenge by Cadbury Adams USA, Wrigley’s main chewing gum rival.

A Cadbury spokeswoman said the company is pleased with the agency’s decision, but declined further comment.

The business group said Wrigley plans to appeal the decision to the National Advertising Review Board.

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Source: Chicago Business News - http://www.chicagobusiness.com/cgi-bin/news.pl?id=33616&seenIt=1

Wrigley's Gum Ads Causing Stink

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