Advertising body recommends Pamper Dry Max ad change, 2X drier ad all wet?

Advertising body suggest Pamper ad changes

CINCINNATI — A finding by the advertising industry’s self-regulatory body suggests that a Procter & Gamble Co. Pampers diapers ad makes promises that are too big.

The National Advertising Division Council of Better Business Bureaus investigated advertising for the Dry Max thinner diapers launched this year, after challenge by rival Kimberly-Clark Corp., maker of Huggies.

The group says P&G provided reasonable basis to claim that Dry Max diapers are “2X drier” and 20 percent thinner than Huggies. But it says TV commercial animation shows a Huggies ball with a wet spot six times larger than Pampers’ ball, and doesn’t fully reflect actual product testing.

P&G says it will take recommendations “into account” in future ads.