Listerine, MD?

Executive Summary

Pfizer calls attention to the total health benefits associated with healthy oral care in its newest Listerine ad campaign launched Aug. 9. The new print ad shows a Listerine bottle wearing a stethoscope accompanied by the text, "If you think it's just for your mouth, think bigger." Results from a May survey conducted by the firm show 98% of dentists and 91% of physicians "indicate that they believe there is a link between oral health and overall health"; however, "whiter teeth" and a "better smile" are named most by consumers when asked to list the benefits of maintaining an oral hygiene regimen. The new ads counter competition from Procter & Gamble's year-old Crest Pro-Health rinse. Pfizer accepted a $16.6 bil. bid for its Consumer Healthcare division, including the Listerine brand, in June from Johnson & Johnson in an all-cash transaction expected to close by the end of 2006 (1"The Tan Sheet" July 3, 2006, p. 3)...