The Shocking Story of how Colgate and Crest Advertise in China
I am writing about an ad for Crest toothpaste in China I've seen showing endorsements by organisations such as the Chinese Stomatology Society and the National Preventive Group for Tooth Diseases. I bet you never heard of these independent organisations before, or wondered what tests they use but, last April, a local reporter at a newspaper in Nanjing set out to find out, and the results were shocking.
When he managed to find the National Preventive Group for Tooth Diseases, he discovered that the organisation only has TWO PEOPLE! …
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