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The National Advertising Review Board has recommended that the Wm. Wrigley, Jr. Co. make radical changes to advertising for its Eclipse Gum. After reviewing the company’s research and marketing messages, the New York-based group has advised that the gum maker discontinue the claim that “most other gums just mask bad breath.”
The NARB also suggested that Eclipse ads should avoid stating or implying that it has been scientifically proven that the magnolia bark extract in the gum kills or helps kill germs that cause breath.
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