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Marketing Briefs

Aqua-Fresh Modifies a Comparison Ad

April 09, 1998|A Times Staff Writer

SmithKline Beecham has modified advertising for its Aqua-Fresh Whitening toothpaste in response to a challenge from Colgate-Palmolive Co. SmithKline altered its TV ads to make clear that its "superior whitening" claim for Aqua-Fresh refers only to Colgate Great Regular Flavor--not other Colgate brands. Colgate-Palmolive had lodged a complaint about the ad with the National Advertising Division of the Better Business Bureau.

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