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Listerine

This article was originally published in The Tan Sheet

Executive Summary

Warner Wellcome repackages Listerine antiseptic in a new recyclable, polyethylene terepthalate (PET) plastic bottle after a 115-year history in a glass bottle, the company announces July 18. The new packaging will be supported with $8 mil. in national print and TV advertising, Warner Wellcome said. The company also has eliminated some SKUs and adopted the metric system: Listerine will now be available in 250 ml, 500 ml, 1 L and 1.5 L. In addition to Listerine's new packaging, Warner-Wellcome introduces fresh burst Listerine
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