Portable Strips by Pfizer Consumer Healthcare Exceed $175 Million
in Year One Sales
- Achieves Position in the Top 2% of All New Consumer Products -
MORRIS PLAINS, N.J., Dec. 4 /PRNewswire-FirstCall/ -- Since its launch in
October 2001, Cool Mint Listerine PocketPaks(R) has invented a new category
with the introduction of portable oral care strips, and has been the number
one selling item in the gum/mint category, exceeding $175 million in retail
sales in less than a year. With teens, the business community, Hollywood and
everyone from East to West Coast enamored with Listerine PocketPaks(R), the
oral care strip category the brand created is a burgeoning new market
impacting the retailer and the competitive landscape. With more than
200 million sold, Pfizer Consumer Healthcare has sold more Listerine
PocketPaks(R) vials than the Beatles have sold albums.
Immediately following the launch of Listerine PocketPaks(R) oral care
strips, Pfizer recognized that it had succeeded in reinvigorating the
120 year-old Listerine(R) franchise once again. Within six months of launch,
nearly half of all Americans surveyed had tried Listerine PocketPaks(R) with
extremely high consumer satisfaction rates.
According to David A. Shore, PhD, DAS, of Harvard University, "The beauty
of Listerine PocketPaks(R) is that they did not stray from the parent brand,
Listerine(R). They developed a mystique and maintained a level of comfort and
trust at the same time."
Germ-Kill Abilities Differentiate Product from the Pack
In the never ending quest for fresh breath, consumers will go to great
lengths, consuming more than 23 thousand tons of mints a year. While mints
and gums may temporarily mask bad breath, they do not address the cause of bad
breath - bacterial metabolism -- more commonly known as "germs." The tongue
is the major source of this malodor, and 80-90 percent of oral malodor
originates locally in the mouth.
Despite the glut of competition from gums, mints, and other oral care
strips, Listerine PocketPaks(R) continues to differentiate itself through its
ability to kill the germs that cause bad breath. The oral care strip
dissolves instantly on the tongue to kill germs and provides a clean mouth
feeling that lasts up to 90 minutes. Unlike gums, mints or other strip
products, Listerine PocketPaks(R) is proven to kill over 99.9 percent of germs
to eliminate bad breath.
For Retailers, a Tiny Oral Care Strip Delivers
Within the first few weeks Listerine PocketPaks(R) had not only achieved
70 percent distribution, it was the number one portable breath freshener in
sales, outselling the previous category leader, Altoids. Retailer acceptance
of Listerine PocketPaks(R) has also been exceptional, with close to
100-percent distribution in most major retailers in a month's time.
To put this achievement in perspective, thousands of new consumer products
are introduced each year, and only two-percent of new consumer products
generate more than $100 million in their launch year. Within six months,
Listerine PocketPaks(R) achieved this milestone and has surpassed $175 million
one full year after launch.
"Listerine PocketPaks(R) was the most successful packaged food product
that we introduced over the course of the last two years," said Steve Keane,
Product Director for Packaged Foods, 7-Eleven. "We introduced over a thousand
items last year in our stores."
Listerine PocketPaks(R) Hits the A-List
Listerine PocketPaks(R) has been established as the year's "must-have"
product, in large part due to the strategic seeding program that began a year
and a half prior to launch. In fact, Listerine PocketPaks(R) was coined one
of the best new products of the year by Business Week and one of the best
inventions of the year by Time Magazine. "The response to Listerine
PocketPaks(R) has been phenomenal," says Wes Pringle, Group Marketing Director
of Oral Care, Pfizer Consumer Healthcare. "It was the perfect combination of
a highly innovative concept, great timing and the incredible collaborative
effort of our research and development, marketing and sales teams that made
Listerine PocketPaks(R) one of the top new products of the year."
The product quickly catapulted to become one of the hottest "must-haves"
in portable oral care, winning accolades from such A-list celebrities as
Sandra Bullock, Hugh Grant, Regis Philbin, Kelly Ripa, Robert Redford, Will
Smith, Kenneth Cole, Kirsten Dunst, Lara Flynn Boyle, Adam Sandler, Brittany
Murphy, and many others.
Sandra Bullock and Hugh Grant were seen on the red carpet at the Academy
Awards in March with Listerine PocketPaks(R). Sandra Bullock, exclaimed, "I
love these things," while Hugh Grant casually slipped one on his tongue. Both
Regis Philbin and Kelly Ripa on Live with Regis and Kelly have touted
Listerine PocketPaks(R) on several occasions stating that they are "Listerine
Sweet." Kelly Ripa shouted out, "I am addicted to these things."
Looking Ahead ...
With year two now underway, Pfizer is confident that the momentum for
Listerine PocketPaks(R) will continue and is preparing for a second year as
exciting and successful as the first.
Listerine PocketPaks(R) strips are available in the oral care aisles of
grocery, drug, mass merchandise stores and wholesale clubs. The product is
also available at the front-end checkout counters of most stores. Listerine
PocketPaks(R) are available in 24 count, 72 count and wholesale club
144 count. The retail price of the product ranges from $1.49 to $5.99.
Listerine PocketPaks(R) oral care strips are marketed by Pfizer Consumer
Healthcare. Pfizer Inc discovers, develops, manufactures and markets leading
prescription medicines, for humans and animals, and many of the world's best
known over-the-counter brands.
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