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Cool Mint Listerine

Executive Summary

First new version of Warner-Lambert's antiseptic mouthwash will be available in June. Like the 113-year-old original product, Cool Mint has four active ingredients -- thymol, eucalyptol, methyl salicylate and menthol -- to combat plaque and gingivitis, but contains less alcohol, 21.6% compared to the 26.9% in original Listerine. The alcohol is needed to keep the four oils in solution, the company explained in a March 12 statement, but was decreased to faciliate the product's mint flavor. Warner-Lambert is backing Cool Mint Listerine with a $100 mil. ad and promotional campaign that includes distribution of 12 mil. samples plus television and radio commercials and product coupons.
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PS020543

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