This article was originally published in The Tan Sheet
First-year sales of Cool Mint Listerine PocketPaks strips, which launched nationwide Oct. 9, expected to exceed $100 mil., company says. W-L and ad agency J. Walter Thompson (New York) plan to launch $40 mil. campaign including TV, other mediums within next few weeks (1"The Tan Sheet" July 9, p. 4). PocketPaks, which kill odor-causing mouth germs, received promotional support from network TV's Regis & Kelly show when exuberant co-host Kelly Ripa tried strips on air and gave them an enthusiastic review. Over the last few months, W-L has sent free samples to several TV stations, professional sports teams and modeling agencies across the country, firm says
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Cool mint Listerine PocketPaks retail sales exceeded $175 mil. in first year, placing the portable oral care strips in the top 2% of all new consumer products, Pfizer Consumer Healthcare says. Other oral care products in top position include Colgate Total, Crest WhiteStrips, firm notes. Pfizer sold over 200 mil. PocketPaks in first year on shelves; introduction is credited with reinvigorating the 120-year-old brand. Backed with a $40 mil. ad campaign, PocketPaks were expected to exceed $100 mil. in first year sales after launching in October 2001 (1"The Tan Sheet" Oct. 15, 2001, In Brief)...
Wm. Wrigley Jr. Company will attempt to take a bite out of Pfizer Consumer Healthcare's market share in the portable oral care category with Eclipse Flash Strips, launching mid-third quarter
Pfizer is emphasizing the strategic importance of its OTC business for patent-expired Rx products as the firm nears the period when it could divest any of its businesses following the Warner-Lambert merger