CANADIANS FIGHTING BAD BREATH RIGHT FROM THEIR POCKET
By Adnews Staff
Toronto-based Warner Lambert Consumer Healthcare is giving Canadians a new way to fight bad breath. Cool Mint Listerine PocketPaks, making their way into grocery, convenience and drug stores across Canada this week, contain a translucent, ultra-thin film, that dissolves on the tongue to fight bad breath and kill odor-causing bacteria. The PocketPaks are available in three different sizes, 16-strip, 24-strip and a 72-strip multi pak, with the strips themselves about the size and thickness of two postage stamps. The Listerine PocketPaks are launching in the Canadian market first with the global rollout scheduled to follow beginning with the U.S. launch in 2001. Supporting the launch of Cool Mint Listerine PocketPaks is a new ad campaign from Toronto-based J. Walter Thompson. The campaign uses the faux-movie promotion theme JWT launched late last year for Warner Lambert's Listerine brand. In that promotion, the mouthwash was portrayed as a action hero who's mission was to seek and destroy gingivitis. Creative for the new Cool Mint Listerine PocketPaks features a new action hero in the form of a "terminator-esque" heroine fighting the oral hygiene villain, odor-causing bad breath. The campaign includes a national sampling program at various outdoor festivals and arts events across Canada, a television campaign, in-store POS, cinema advertising, in-theatre presence and public relations activities. Advertising includes the "Clean Mouth Feeling. Anytime, Anywhere" positioning and is scheduled to run until November. Public relations is handled by Hill and Knowlton Canada, both of Toronto.