CONSERVATIVE GROUP SAYS 'NO, NO!

Claims Herbal Essences Campaign Is 'Extremely Offensive'

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CINCINNATI (AdAge.com) -- The American Family Association on June 15 attacked Procter & Gamble Co. for its "Totally Organic Experience" Herbal Essences ads, saying P&G led the group to believe it would stop the ads following last year's acquisition of Clairol.

In a June 17 e-mail, AFA President Donald E. Wildmon urged his OneMillionMoms.com group to e-mail P&G executives about an ad he termed "extremely offensive," which broke last month from Bcom3 Group's Kaplan Thaler Group.

Husband and wife
In the ad, a wife shouts "Yes, yes, yes!" from the bathroom. Her husband, in the bedroom, disappointed in missing the experience, shouts "No, no, no!"

New brand ads for the Fruit Fusions line without the "Totally Organic" theme are also on air.

P&G denied the ad is offensive or that it misled the group.

"We never said we would stop the campaign," a P&G spokesman said. "We said we would make some changes, which is what we did," adding that the new ads take the "Organic Experience" from public settings, such as courtrooms, to private ones, such as a shower and bedroom. "It doesn't portray violence or nudity or graphic sex. We think it's a fun and entertaining approach and one that connects with our consumers."

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