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WARNER-LAMBERT's LISTERINE IS FIRST ORAL OTC RINSE TO RECEIVE ADA SEAL

Executive Summary

WARNER-LAMBERT's LISTERINE IS FIRST ORAL OTC RINSE TO RECEIVE ADA SEAL of acceptance for control of plaque and gingivitis, the company announced in an Oct. 7 press release. Warner-Lambert says it plans to include the American Dental Association seal on Listerine bottles and packaging by early 1988. Procter & Gamble's prescription oral rinse Peridex is the only other product carrying the ADA anti-plaque seal. Peridex received the seal in 1986. Accompanying the ADA seal on Listerine packaging will be the statement: "Listerine Antiseptic has been shown to help prevent and reduce supra-gingival plaque accumulation and gingivitis when used in a conscientiously applied program of oral hygiene and regular professional care. It has not been shown to have a therapeutic effect on periodontitis." In the release, Consumer Products Research and Development Division President Edward Marlowe cited the quality of data submitted to the ADA as reason for Listerine being chosen the second product to receive the seal. Warner-Lambert submitted two clinical studies, each lasting at least six months, to ADA in support of the plaque and anti-gingivitis claims. The company also submitted clinicals on plaque and gingivitis to FDA. Warner-Lambert said the FDA is now reviewing those studies and expects a response from the agency in the near future. FDA said it is preparing to issue a "call for data" notice in the Federal Register and plans to reconvene the oral cavity advisory panel to look at plaque and gingivitis claims ("The Pink Sheet" Sept. 21, p. 9). Listerine has carried an anti-plaque claim since the fall of 1983, when Warner-Lambert embarked on a national consumer ad campaign. The "informational campaign" highlighted the results of 18 clinical studies showing that rinsing twice daily with Listerine mouthwash curbed the development of dental plaque up to 50% better than brushing alone. Within two years of initiating the ad campaign, Warner-Lambert reported that Listerine sales had reached $140 mil. in the U.S., with unit volume up 25%. The brand's 1986 U.S. sales were in the $150 mil. range, according to the company. Stamford, Conn.-based Olin Corp. has also petitioned for the ADA anti-plaque/gingivitis "seal of acceptance" for its Perimed oral rinse. Olin reported last fall that Perimed was shown in studies to reduce gum bleeding 69%, while cutting plaque development by 44% and gingival index scores by 39% ("The Pink Sheet" Oct. 27, 1986, T&G-11).
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