There is always the competition between Colgate and Pepsodent, Lately Pepsodent has created ads in which they have compare that they are more effective and kills more germs then Colgate. Usually such demonstration ads are common but, under advertising ethics, no one is allowed to criticise any other brand and aired that on Television. Colgate fights back in court leaving pepsodent more behind. Here is the link about case study on Colgate. Case study on Colgate.