Maybe I’m being too picky but I sometimes wonder whether marketing executives are either a) geniuses for certain campaigns or product claims, b) ignorantly make ignorant claims which ignorant consumers accept as fact or c) purposely make misleading claims or ones that truly have no basis in fact.

Take my latest Cool Mint Listerine bottle for example.  A new sticker on the top face now displays “2X a day” in giant boldface on the left.  To the right is this claim – “24 Hour Protection Against Plaque and Gingivitis Germs. Use every 12 hours.”

OK, so technically the “24 hour protection” part is covered by them also putting in the “use every 12 hours” disclaimer.  Well, it’s not really 24 hour protection then, is it?  It’s 12 hour protection.  Would they put “4X a day” if it needed to be used every 6 hours?  It’s truly a ludicrous way of thinking and for them to actually use that logic as a selling point is beyond comprehension.

This isn’t like pills where 2 pills every 12 hours is the prescribed amount.  2 pills each time is the recommended dosage for a lot of medicine, thus it’s not like 1 pill is for 6 hours coverage.  There are 12 hour pills and 24 hour pills and I’m guessing there aren’t many (if any) pills marketed as “24 hour” pills if they have to be taken every 12 hours.

I guess I truly am a 'Type A' personality if I get agitated while gargling.  It's time to mellow out with a beer.