Core Insights - NielsenIQ (NIQ) has announced the winners of the 2025 North American Breakthrough Innovation Awards, recognizing brands that have successfully navigated economic challenges and consumer shifts to deliver impactful innovations [1][2][5] - The award-winning products, launched between 2023 and 2024, showcase exceptional agility and relevance in a rapidly changing consumer landscape [2][3] Award Winners - The 2025 NIQ Breakthrough Innovation Winners include notable brands such as Hero Mighty Patch, Smucker's Uncrustables, Athletic Brewing Company, and Coca-Cola x OREO, among others [4][5] - These brands have responded to emerging consumer needs with innovative solutions that enhance convenience, wellness, and indulgence [3][4] Industry Trends - The winners reflect a growing consumer demand for products that align with their lifestyles and values, emphasizing the importance of consumer-first design and bold thinking [3][5] - NIQ has introduced a new category called "Wavemakers," recognizing promising new product launches that demonstrate strong market velocities and potential for long-term success [5][6] Historical Context - Over the past decade, the NIQ Breakthrough Innovation Awards have recognized more than 1,300 products globally, highlighting the importance of consumer-centric innovation in driving growth [6]

Core Viewpoint - The National Advertising Division (NAD) has found that certain claims made by Reckitt Benckiser regarding its Lysol Air Sanitizer are supported, while others, particularly unqualified "eliminates odor" claims, should be discontinued [1][2][7]. Odor Elimination Claims - P&G challenged various "eliminates odor" claims made by Reckitt for Lysol Air Sanitizer across multiple platforms, including product labels, websites, and social media [3][4]. - NAD determined that the evidence provided by Reckitt did not support the claim that Lysol Air Sanitizer eliminates all odors at a molecular level [5][6]. - NAD recommended discontinuing claims that suggest Lysol Air Sanitizer eliminates all household malodors and the perception of odor at a sensory level [6]. Comparison to Air Fresheners - P&G contested claims comparing Lysol Air Sanitizer to air fresheners, asserting that only Lysol can remove viruses and bacteria from the air [8][9]. - NAD found that the advertising did not convey a broad message of superiority over air fresheners like Febreze, but supported claims regarding odor reduction [9]. Social Media Advertising - P&G challenged TikTok posts by a Lysol influencer, but NAD found the product was used according to label instructions [10]. - NAD determined that certain claims in website videos and commercials implied that Lysol Air Sanitizer eliminates all malodors, which was unsupported [11]. - Reckitt voluntarily discontinued certain TikTok videos that misrepresented product use, which NAD treated as compliance with its recommendations [13]. Advertiser Response - Reckitt expressed disagreement with NAD's conclusions regarding its sensory testing but accepted the findings related to the reviewed advertising [14].