Watch any paper towel commercial, they will never give the name of their competitor, because that would imply their competitor is a worthy adversary. Instead all advertising compares it to "leading brand" or some other ambiguous label.

Actually, there was a sizable article in the 'Advertising' column of yesterday's New York Times about this very topic... in fact, companies often don't make direct comparisons because that opens them up to 'truth in advertising' legal challenges/lawsuits and countercharges - not only in in important things like beer and cola and potato chips, but even in basic boring products such as as dish soap and dental adhesive... or paper towels.