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Scott Toilet Paper: Still 1000 Sheets*

scott singleThere are certain things in life you can always count on, literally. One is that Scott toilet paper will have 1000 sheets on the roll and will last a lot longer than its ever-shrinking competitors.

Scott recently released a “Now Improved!” version of the product saying in an ad that it is an “improved long-lasting value.”  “Now with a new soft-textured pattern — and long-lasting convenience.”

What they didn’t boast about was this:

*MOUSE PRINT:  Each of the 1000 sheets is now 3.7 inches instead of the old 4.0 inches long, thus making each roll 300 inches shorter. [Click picture to see old and new packaging and square footage statement.]

In an email, the makers of Scott explained further:

“The new embossed sheet on SCOTT® 1000 bathroom tissue was extensively tested with consumers before it was introduced to the market. Consumer research indicated that the embossed sheet enhanced softness, thickness, and overall product quality. Although consumers preferred this new sheet, we are sorry that you were disappointed. Please be assured that we will share your comments with those involved.

Consumers told us that they preferred our new embossed sheet. To add this feature, we need to choose to either reduce the number of sheets in the roll or decrease the size of each sheet to maintain the overall roll diameter. Consumers favored the smaller sheet to the count reduction. “

Toilet paper, like many products is periodically downsized. You get a little bit less, and typically the package stays the same as does the selling price. It is a clever way to pass on a price increase, since you are paying more per ounce, pound, foot, or whatever.

Thousand sheet toilet paper started out by having sheets that were typically 4.5 inches wide by 4.5 inches long. The length was shortened a bit to 4.4 inches and then to 4.0 inches. With Scott going to 3.7 inches, the other brands are sure to follow. The net result is that 8/10ths of an inch has been shaved from each sheet over the years. That means each roll is 800 inches shorter.

Some improvement.

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Gorilla Glue: Toughest Glue on Planet Earth*

Gorilla glue No one wants a weak glue. So it is a good thing we can buy Gorilla Glue which the maker claims is “the toughest glue on planet earth.”

Even on their website in answer to the question, “Is it really the Toughest Glue on Planet Earth,” they say “Gorilla Glue is an all purpose adhesive. If used correctly, it will bond just about anything and for just about forever. It is free of solvents and fillers which makes it both strong and versatile. There are some things that are just difficult to glue, such as certain plastics, but we are confident that once you’ve tried Gorilla Glue, you will be more than satisfied with the results.” [GorillaGlue.com FAQ, August 1, 2006]

So, pretty much, they are sticking to their claim. The makers of Elmer’s Glue, however, were not buying it. They challenged that advertised claim with the National Advertising Division of the Better Business Bureau [NAD]. Elmer’s argued that “the toughest glue on planet earth” was a specific, superiority claim and wanted to see their substantiation.

According to NAD, Gorilla Glue provided no evidence to support its superiority claim, but offered this explanation:

*MOUSE PRINT: The “toughest glue” 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 in essence saying that a consumer would have to be an idiot to believe our advertising.

The NAD adhered to their set of interpretations of what constitutes a real claim and what constitutes puffery, and ruled against Gorilla Glue. They recommended discontinuing the claim on their packages and in advertising.

Gorilla is appealing the case, but somehow the “just kidding” disclaimer has not yet found its way onto the product.

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Mazda Madness: $21,000 Cars for $9500*

imazda

Can you really get a brand new 2007 Mazda worth over $21,000 for less than $10,000? This local car dealer apparently uses the new math to come up with this bargain.

*MOUSE PRINT: The dealer assumes you will make a $9000 down payment either by cash or trade and deducts that from the MSRP to create an artificially low advertised price. [Boston Globe, September 10, 2006]

Mazda small Here is another example from a different dealer.

Talk about an eye-catching price for a brand new Mazda Tribute. It is just over $10,000 for a $22,000 car. How in the world is that possible?

The answer is, it isn’t possible, unless you play with the numbers.

*MOUSE PRINT: The $10,090 price assumes a cash down payment or trade in worth $5500 to arrive at their artificially low advertised price. [Boston Globe, July 30, 2006 and net ad]

Here is how they work the math:

MSRP: $22,590
Cash or Trade in: -$5500
Discount up to: -$7000
================

Advertised Price: $10,090

These dealers are deliberately treating a form of payment — a cash down payment or a trade in — as a discount from the price. What you put down is never considered a discount from the price.

With their kind of logic, a home builder could advertise a $400,000 house for only $10 (assuming you also agree to give him a $399,990 down payment).

This type of advertising is reprehensible. What do you think?

 

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