New Listerine product gains modest market share

Barely two months since its launch in the local market, Cool Mint Listerine PocketPaks oral care strips have already chalked up a modest share of the oral care market.

Named by Time Magazine as one of the "coolest inventions" in 2002, the product’s success can be attributed to its proven superiority in killing 99.9 percent of odor-causing bacteria on the tounge within 30 seconds with just one strip.

It has also meet the demand for an ‘on-the-go’ solution as it is conveniently and easily dispensed from a tiny, ergonomic vial that is perfect for today’s busy lifestyle.

This early, the product is expected to enjoy more patronage in the coming months and eventually capture a bigger share of the oral care market.

Pfizer Consumer Healthcare, exclusive marketer of Cool Mint Listerine PocketPaks, has embarked on an aggressive marketing strategy to generate sales and usage in the Philippines.

Support activities and promotional campaigns including tours of high-traffic areas such as malls, supermarkets, and bars and restaurants have proven to be a sure hit among target consumers. These have greatly contributed to the product’s marketing success.

"We are absolutely awed by the runaway instant result of Listerine PocketPaks in the Philippines as reflected by the unexpected reception from our target consumers. In addition to meeting the needs of our current dedicated oral care consumers, we are more than glad to have been able to expand the Listerine franchise to people looking for revolutionary products such as this," said Cooey la O’, Pzifer Consumer Healthcare regional director for the Philippines and Greater China.

Listerine PocketPaks’ superiority has, in fact, been recognized widely. Aside from the recognition from Time Magazine, it was also named as one of the Best New Products of the Year by Business Week in 2001 and Forbes Magazine in 2002.