I used to live near the headquarters of Gorilla Glue so I found this item on the site mouseprint.org very interesting (apparently this site exists to pore over product's fine print:
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.”
Absolutely, amazing.
(via Raymond Chen)