Picasso must be rolling in his grave at Château de Vauvenargues. That is, if he’s seen the latest round of homeopathic ‘remedy’, Oscillo, flu symptom relief ads. Yes, the same Oscillo that found itself on the receiving end of a class action lawsuit last August for fraudulent marketing—something about its being “nothing more than a sugar pill.”
Well, those Oscillo (or Oscillococcinum) marketers over at Boiron, which has its US headquarters not far out of Philly, must’ve taken a field trip when the Picasso exhibit was at the Philadelphia Museum of Art—and in a flash of creative genius someone said, “that Picasso right there…it’s the embodiment of the being…completely ensnared by flu…just feel the incoherence begging for clarity!” Ah yes, the germ of an ad campaign, right then and there. Just add water.
That’s the ad at left. You can see it has an illustration of a woman, clearly a bit discombobulated a’la Picasso, that’s meant to show how she’s suffering from flu symptoms. Woe is she, indeed.
But then, she takes homeopathic Oscillo and before you know it, everything is clear, a gentle breeze flows through her hair and she smiles as she takes in the great outdoors around her, lake and all.
There’s this little splotch of text, however, under the “after” picture. It reads,
Are they for real? I hope someone (namely the art and copy team on this) had a good laugh. Sure it’s there as a legal disclaimer, but it’s a cartoon folks. I’m thinking we, as readers of the ad, would first have to believe that some parallel cartoon reality actually existed—like in Mary Poppins when they all hop into the sidewalk drawing—in order to expect cartoon-like results in our normal reality. Tracking with me?
But the American public is not that stupid.
Nor is it foolish when it comes to reading package labels. Here’s what the Oscillococcinum one has on its back (forgive the resolution):
Active Ingredient: Anas Barbariae Hepatis et Cordis Extractum 200CK HPUS; Inactive ingredients: sucrose, lactose.
Now, if you whip out your Cassell’s Latin Dictionary, you’ll find that the active ingredient is extract of duck liver and heart. The 200CK means that its gone through a series of 200 dilutions—with each one equating a 1:100 dilution. If you do the math, the level of “active ingredient” would seem to get rather miniscule, leaving almost…nothing. (In fact, the court filing for the Oscillo class action states that, given the dilution, “At this purported ratio, the probability of getting 1 molecule of the active ingredient of Oscillo in a regular dosage is approximately equal to winning the Powerball every week for nearly an entire year.” Someone has a sense of humor!)
For those who missed basic nutrition class, the inactive ingredients, sucrose and lactose are sugars.
Nothing—or almost nothing—and sugar is, well, sugar. Which is the basis for the Oscillo false marketing class action lawsuit.
I suppose Boiron deserves some kudos for creativity—on both fronts, product development and advertising. But that’ll only go so far to “reduce the duration and severity of flu symptoms” including body aches, headache, fever, chills and fatigue. And exactly how far is what the class action will determine now.