The on-pack activity tied in with the film King Kong and offered the chance to win a trip to New Zealand, portable DVD players and 'millions of other prizes'. To claim prizes, people had to log on to a website and enter a code that appeared on the tubes.
One person challenged the 'Every tube's a winner' claim, and the ASA also raised concerns over the differentiation between the gifts, such as screensavers, which would be won by the vast majority, and the prizes, which were available to only a few consumers.
It ruled that the claim was misleading and also found P&G guilty of breaching sales promotions rules. The ASA said P&G must differentiate clearly between gifts and prizes in future.
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