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Listerine, MD?

This article was originally published in The Tan Sheet

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)...

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