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Warner-Lambert positioning Cool Mint Listerine toothpaste as part of mouthwash regimen.

This article was originally published in The Tan Sheet

Executive Summary

COOL MINT LISTERINE TOOTHPASTE POSITIONED AS CAVITY AND PLAQUE FIGHTER as well as a breath freshener. Product packaging says the new toothpaste "fights unsightly bacterial plaque with brushing" and "fights cavities with clinically proven fluoride." Tapping into the brand equity associated with the mouthwash brand, the toothpaste also carries the traditional Listerine tag: "Kills germs that cause bad breath."
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