SCOTT AND P&G SETTLE FIGHT
By Adnews Staff
Scott Paper Ltd. and Procter & Gamble have reached an out-of-court settlement in their fight over paper towel advertising. The deal spells out what Canadian advertising claims are acceptable to both U.S.-based companies. It also covers how U.S. and Canadian products will be differentiated. The companies are not revealing any other details. Scott filed a Federal Court suit last month against P&G, claiming television ads and store demonstrations showing Bounty to be more absorbent were misleading and unfair. Scott complained that P&G didn't mention that Bounty sheets are five centimetres longer than the industry norm. The ads were created by Toronto-based Leo Burnett Company and feature comedian Andrea Martin as a waitress named Rosie. She compares Bounty with an unnamed brand to prove it is more absorbent. Scott also said that P&G implied Bounty in Canada is now as absorbent as in the U.S., which is not true.