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Pfizer resumes gingivitis contest

Pfizer Consumer Healthcare of Markham, ON is readying a promotion called the "Just Say Gingivitis Contest" in support of its Listerine mouthwash brand. During the initiative, patients who discuss gingivitis with a participating dentist can enter a draw for a $5,000 travel gift certificate or one of three widescreen LCD television sets from Panasonic. The national contest is being promoted through dental trade advertising, public relations and direct mail. Participating dental offices will receive posters and waiting room ballot boxes, as well as informational material for patients about gingivitis. The contest will run from April 1 to June 30. This will be the second annual instance of this promotion. "Listerine has always been a leader in gingivitis treatment and active in its prevention," said Tanya Willer, senior brand manager for Listerine. "Our success is a result of continued dialogue with the dental community, and being able to provide them with useful education tools, like this contest, to make discussing gingivitis easier, and treating it within reach."

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