Are CPGs inventing too many new problems to solve?

03/5/2013 | Advertising Age (tiered subscription model)

Sometimes marketers seem to be making up solutions to problems that don't exist, writes Jack Neff. For example, an ad claim that Secret Clinical Strength Antiperspirant works well against worse-smelling "stress sweat," or the ugliness of female armpits cured by Unilever's Dove Go Sleeveless. A YouTube video for Sun Products' Wisk claiming that there are invisible stains in clothes has drawn millions of views and some social media suggestions that it's either a parody or a scam. "Everyone is looking to consumer research for ideas. It's desperation time," says beauty-industry consultant Suzanne Grayson.

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