The Art and Science of Product Claims

Frank A. Anthony, Ph.D.

Course description

Product Claims explain what a product does, how it works, and why consumers should believe your message and purchase your product. Not surprisingly, differentiating product claims are often key to successful over-the-counter (OTC) and consumer packaged goods (CPG) products.

Successful products include label and advertising claims that are understandable and compelling to consumers AND supported by competent and reliable scientific evidence. While agencies like the US-FDA, Federal Trade Commission (FTC), and TV networks have established guidelines on how to support different claims, requirements may vary across different countries. The industry may not always know how to develop effective claims, meet various support requirements, or understand their business value.

To address these challenges, we offer an intensive course delivered over three consecutive days, which provides training on various types of OTC product claims for labeling and advertising. The course covers how to create and develop new claims for both existing and new products, including comparative claims, preference claims, sensory claims, recommendations, endorsements, and demonstrations. We also cover guidance on claim requirements in the US and other countries, tracking and defending claims, as well as estimating the business value of claims.

The course includes minimal pre-work where participants bring at least one example of an interesting product claim they have seen recently on labeling or advertising. Sessions incorporate various learning tools, including individual and team exercises, case studies, and problem-solving exercises.

All participants will be provided resources that will help them after the course has ended.

Upon completion of this course, you will be able to:

• Summarize claim strategic elements
• Build product claims and create a plan to develop and test
• Describe different types of product claims and support requirements
• Explain the importance of claims support documentation
• List ways to track and value claims
• Explain how to defend claims and the potential risks of a challenge
• Utilize tools learned to solve a claims task