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Listerine launches new oral care solution

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SKILLMAN, N.J. — Listerine is introducing a game-changing way to get a whole-mouth clean feeling outside of the bathroom. Inspired by research from consumer studies and focus groups, the brand is rolling out its largest product launch in years: Listerine Ready! Tabs, Clean Mint solid-to-liquid tablets (that don’t contain mouthwash) and freshen breath for up to 4 hours on-the-go.

All it takes is 40 seconds, in three easy steps:

1) Chew for 10 seconds to transform the solid tablet to a liquid

2) Swish for 30 seconds

3) Swallow. It’s 100% safe. Made out of food-grade ingredients and alcohol-free, the tabs were specifically formulated to ingest.

“Now consumers can have a whole mouth clean feeling even if they’re not near a sink,” said Sissy Urista, senior commercial director, Listerine. “We’re changing the way consumers think about their everyday oral care routine with a revolutionary new form that’s completely new to the market so that we can make their on-the-go lifestyle easier.”

She said this simple, quick action kills millions of bacteria that cause bad breath, in areas a toothbrush can’t even reach, like the back of a tongue. “Even better, you can chew, swish and swallow on a plane, subway, train, car, restaurant. Anywhere. Need a boost of fresh breath confidence before introducing yourself for the first time, seconds before that first kiss, or after coffee before that meeting with the boss? Now you can have it at any moment of the day, and when you need it the most.”

The Listerine Ready! Tabs rollout marks a two-fold milestone for the brand, creating an entirely new category that will disrupt the oral care industry and unveil a digital-first creative ecosystem.

The campaign includes custom digital programs, TV, social, professional, PR and in-store.


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