HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


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)



Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts