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Listerine Embossed Letter

Pfizer Consumer Healthcare

Issue 5 | July 2008

Background

Patients want naturally white teeth. Dentists want tartar control. Listerine keeps both groups happy. The aim was for dentists to try new Listerine Advanced Tartar Control, so that they would recommend it to their patients. The target was to elicit response from 8% of the mailing universe (2,032 dentists), which could result in an additional 50,000 patient recommendations.

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