Procter & Gamble
This article was originally published in The Rose Sheet
Executive Summary
Scope Smooth Mint Mouthwash introduction will be supported with $25 mil. in media spending, sampling and FSIs. The extension to the Scope line began shipping in June. The campaign is "Scope's biggest marketing plan ever," according to promotional materials from the National Association of Chain Drug Stores marketplace in New Orleans, June 6-9. Scope Smooth Mint is said to offer a "new great taste and feel." The mouthwash was first introduced in Canada. In addition to the line extension, P&G is repackaging the entire Scope collection in new liter sizing: 44 mL, 250 mL, 500 mL, 1 L and 1.5 L bottles. Both moves are part of P&G's plan to make its North American offerings uniform. By comparison with the Scope introductory budget, Warner-Lambert has dedicated $100 mil. in 1999 for the entire Listerine line, including the launch of Tartar Control Mouthwash ("The Rose Sheet" Feb. 1, p. 9)