Gorilla Glue: The Toughest Advertising Snowjob on Earth

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They advertise their product as "The toughest glue on earth." Really? Well, it took a competitor, Elmers, to challenge this claim and take it to the National Advertising Division of the Better Business Bureau. Gorrilla, if you're making that claim, you can back it up right?

Wait until you hear their response...

Instead of producing any evidence supporting the "toughest glue on earth" idea, Gorilla argued that their claim was mere puffery and "is so broad in scope, so general in nature, and so exaggerated in content, that no reasonable consumer would believe it to be a superiority claim."

If that kind of logic were allowed to stand, then any advertiser could make specific claims about their products and defend those claims by saying that a consumer would have to be an idiot to believe our advertising.

Granted, most consumers may be idiots, but enough with the BS product claims!

For once, the BBB agreed and has told Gorilla to remove their false claim. They are appealing, so don't expect anything to change soon.

Official PDF Release on the story


I'm Rubber, You're .....
Posted by Super Glue on 2006-09-28 11:57:11
Glad to hear these competitors aren't sticking together.


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