Qualitative research into signal labelling

Date of publication: August 1, 1977


With the proposed increases in Fluoride content for Signal toothpaste, Unilever feel that it is necessary te put seme caution on the toothpaste cardboard-outer (and possibly the tube which would effectively warn parents against allowing their children to consume Signal toothpaste in large quantities). 

The specific objectives of the research therefore were:

1. To establish whether it is possible to warn parents against allowing their children to eat large quantities of Signal toothpaste without causing anxiety which will harm sales;

2. Which df the four cautions, if one can be used, provides the best wording to appear on the Signal tube?;

3. To build up a store of information about the extent te which children actually eat t0ethpaste and their attitudes towards this. 

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