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Colgate brushes off Pepsodent’s ‘10X’ marketing claim in court
A two-year advertising dispute between Colgate and Unilever, maker of Pepsodent, ends with the High Court backing regulators and ordering the Pepsodent slogan withdrawn from Kenyan media.
Unilever has lost its bid to continue using the words “10X cavity fighting” in its Pepsodent toothpaste advertisements after global rival Colgate claimed the slogan was misleading and unlawful.
The High Court dismissed Unilever’s appeal against a decision by the Standards Appeals Council (SAC) ordering the company to discontinue the claim in its toothpaste campaign, intensifying the toothpaste war.
