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Cleaning soap wars: Protex can’t cease Lifebuoy’s declare to ‘deep clear’, guidelines promoting regulator

Protex Deep Clear vs Lifebuoy Deep Clear.

  • The makers of Protex have didn’t persuade SA’s Promoting Regulatory Board that competitor Lifebuoy needs to be denied the usage of the phrase “deep clear”.
  • The 2 soaps have a historical past of doing battle about promoting claims.
  • Protex stated it had used the phrase since 2012, and Lifebuoy adopted it to pirate market share.
  • However no cleaning soap firm will get to personal the thought of deep cleansing, the ARB dominated.
  • For extra tales, go to

The maker of Protex, Colgate-Palmolive, has didn’t persuade the Promoting Regulatory Board (ARB) that its competitor Lifebuoy needs to be banned from utilizing the phrase “deep clear” on its soaps.

The 2 corporations have one thing of a historical past earlier than the ARB, with fights about whether Lifebuoy really guards against germs, and whether or not the flaxseed oil in Protex is a natural ingredient.

Early this 12 months, Lifebuoy proprietor Unilever launched a “deep clear” variant, an evolution from what was beforehand marketed as “Activated Charcoal with Mint”.

However Protex has been promoting “deep clear” cleaning soap since 2012, and was not impressed. Having spent tens of millions promoting that cleaning soap, stated Colgate-Palmolive, it ought to have safety for its mental property.

“[Protex] submits that it has by no means used Deep Clear descriptively, and on account of its long-standing, unique and intensive use and promotion, it has constructed up a substantial status and promoting goodwill within the Deep Clear property in connection to hygiene cleaning soap,” it informed the regulator. “Deep Clear is exclusive to, and solely related” with Colgate.

It additionally pointed to what it stated was clear proof the theft of its phrase had labored, with Protex seeing a market share leap from 0.5% to 2% in a matter of months.

However soaps have been described as providing a “deep clear” in South Africa earlier than, Lifebuoy countered – and it’s a descriptive phrase no person can declare.

The ARB agreed.

“For phrases comparable to “Deep Clear” to be an promoting property that may declare safety, the advertiser should persuade the Directorate that the usage of the phrases is exclusive to its product, is very recognisable, and has gone past the extraordinary descriptive use,” stated the ARB.

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