Cool Mint Listerine PocketPaks
This article was originally published in The Tan Sheet
Executive Summary
Oral care strips will be supported by a $39 mil. advertising budget and $61 mil. promotional budget this year, Warner-Lambert says; an August product launch is scheduled. TV and print ads for the product will be joined by Internet banner ads and other Web-based promotions, as well as FSIs, in-store promos and free samples. Cool Mint Listerine PocketPaks will be marketed as the first efficacious breath-freshening product available in a portable form. The starch-based strips dissolve on the tongue to kill odor-causing germs (1"The Tan Sheet" Feb. 28, p. 3). The film technology was developed by an Asian firm that partnered with Warner to create the breath strips
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