NARB Panel Report #152 / Extra Strength Excedrin (Summary)

(09/16/2009)
Appeal of NAD Final Decision Regarding Advertising for Extra Strength Excedrin

Wyeth challenged Novartis in regards to its television advertising claims for Extra Strength Excedrin. NAD determined that Novartis did not provide sufficient substantiation for the express claim that Extra Strength Excedrin starts to relieve headache pain in fifteen minutes, and recommended that Novartis either discontinue or substantially modify that claim. Novartis appealed NAD’s recommendation with respect to this express claim.

Novartis provided a proprietary clinical study that tested Extra Strength Excedrin to determine its efficacy in relieving pain intensity for episodic tension-type headaches, and argued that the clinical trial was sufficient to support an “onset of action” claim that Extra Strength Excedrin started to work on a pharmacological basis after fifteen minutes.

The panel agreed with NAD’s finding that the proffered substantiation did not provide support for the reasonably conveyed message that typical consumers can reasonably expect a reduction in headache pain within fifteen minutes of taking Extra Strength Excedrin.

The panel recommended that Novartis discontinue its claim that Extra Strength Excedrin “Start[s] relieving your headache in just fifteen minutes,” or modify the claim to accurately reflect the results of its clinical study in a manner that does not state or imply that typical consumers can reasonably expect a reduction in headache pain within fifteen minutes after taking Extra Strength Excedrin.

The advertiser, Novartis, agreed to follow NARB's recommendation.


Board Members for Panel # 152

Michael Scherb (Chair)
Director, Corporate Advertising and Branding
PSE&G

Mark Wolf
Director, Market Research
Guardian Life Insurance Company of America

Andreas Combuechen
CEO, CCO
Atmosphere BBDO

Bonnie Drewniany
Associate Professor
University of South Carolina, School of Journalism