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Listerine "docummercial"

This article was originally published in The Rose Sheet

Executive Summary

A promotional documentary, or "docummercial," narrated by award-winning actor Neil Patrick Harris blends pop culture with science and humor to explore the potential effects of rapidly multiplying bacteria in the mouth, illustrating "how Listerine Antiseptic destroys the millions of germs that are left behind from brushing alone to deliver the deepest clean," Johnson & Johnson announces May 18. The documentary, called "This Is Your Mouth," is viewable at Listerine.com/yourmouth; viewers are encouraged to share the video with friends on Facebook and Twitter. Each time the video is viewed the company contributes $1 dollar to the National Children's Oral Health Foundation's nonprofit America's Toothfairy. The video is an example of the efforts some companies are making in social media marketing, hoping for the potential pay-off that comes when videos go viral (1"The Rose Sheet" Nov. 23, 2009)
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