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Clorox Ad Sparks Absurd Cat Litter Box Litigation

Let's kick this post off by presenting the amusing-enough video that has resulted in commercial litigation between corporate giants Arm & Hammer and Clorox. As you will see below, these companies are apparently competitors in the kitty litter business:

Pretty cut and dry. I mean, I think we can all agree that the yellow cat clearly preferred the odor of Clorox's Fresh Step over Arm & Hammer's Super Scoop, right?

But in a lawsuit that I predict will lead one or more of the lawyers involved in the case to consider a career change, Arm & Hammer has filed a federal lawsuit against Clorox alleging false claims that cats prefer Fresh Step over Super Scoop. Arm & Hammer says "independently conducted research" proves otherwise.

Specifically, the Arm & Hammer complaint charges that

"The Clorox advertisements are unambiguous that the judges of whether Fresh Step is superior at eliminating odors are cats, not people," the suit says.

"But cats do not talk, and it is widely understood in the scientific community that cat perception of malodor is materially different than human perception," the company argues. "It is not possible scientifically to determine whether cats view one substance to be more or less malodorous than another substance."

Arm & Hammer adds that "cats will not reject Super Scoop to any meaningful degree and will do so no more frequently than they will reject Fresh Step."

According to the New York Daily News, Arm & Hammer further claims that the cat study on which Clorox bases the ads on is "severely flawed" because the cat-to-litter box ratio was way too high, possibly leading to "intercat aggression." Frightened cats, Arm & Hammer says, "may ultimately select an inappropriate toileting site."

Posted by Bruce Carton on January 11, 2011 at 11:15 AM | Permalink | Comments (5)


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