Ad Alert

Air Wick Freshmatic

In the above advertisement, Reckitt Benckiser claimed that one refill of its Air Wick Freshmatic was equal to 55 cans of aerosol air-freshener spray. 55 cans! The ads fine print notes that it is assuming you spray the air for four seconds each time you use the can version, which is a surprisingly long time.

S.C. Johnson & Son, maker of Glade freshening products, challenged the advertisement with NAD:

NAD reviewed the challenger’s comparison of the amount of fragrance in both products based on the products’ material data safety sheets as well as the advertiser’s calculations of the amount of sprays emitted by each product.

The results showed that 1 Freshmatic refill = 3.25 Air Wick 8 oz. aerosols, far less than the claimed 1 = 55 ratio.

3.25 IS far less than 55, even if you forget to carry the 1. NAD recommended Air Wick Freshmatic change its advertising and discontinue the 55 can claims.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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