American Home Doesn't Believe Aleve

Meanwhile, American Home charges that Procter & Gamble's "All day strong. All day long" campaign for its new Aleve pain reliever is bunk. In a suit filed on Aug. 8, American Home claims its 10-year-old Advil relieves pain for just as long as Aleve and says P&G ads suggesting otherwise are false. American Home may be miffed, but P&G's ads save their strongest jabs for Extra-Strength Tylenol, arguing that Aleve is "longer-lasting." Tylenol maker Johnson & Johnson does not contest the claim. It won't comment on the American Home suit. P&G says that all its claims are true and well supported.

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