Build on clinical credibility of Listerine to compete with cheap new mouthwashes.
Advertising in 200 mid-high income area dental practices that were identified as supporters of Listerine.
Listerine sample display boxes were displayed on reception counters for two months.
Receptionists, dentists and hygienists offered patients free samples when they came in for appointments.
Front cover magazine advertising was displayed on four titles in each of the waiting rooms.
9600 samples given out by practice staff and 86% of dentists said they would recommend.