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LISTERINE ANTISEPTIC UNLOCKS SECRET TO GREAT TASTE

 LISTERINE\ ANTISEPTIC UNLOCKS SECRET TO GREAT TASTE
 MORRIS PLAINS, N.J., March 12 /PRNewswire/ -- Warner-Lambert


(NYSE: WLA) announced today that it will market an alternative to the "taste Americans love to hate." The new product, Cool Mint Listerine\ Antiseptic is a unique formula that combines the germ-killing properties of Original Listerine\ Antiseptic with an exhilarating Cool Mint taste. This announcement follows more than 20 years of taste research and development. Cool Mint Listerine will join Original Listerine, which will remain unchanged.
 Like Original Listerine, this flavorful version will carry the American Dental Association's (ADA) Council on Dental Therapeutics Seal of Acceptance for helping to fight plaque and the gum disease gingivitis. It will be available in June.
 Achieving a Delicate Balance
 Developing a mint-flavored antimicrobial mouthrinse that effectively fights plaque and the gum disease gingivitis presented a complex challenge. The challenge was to maintain the delicate balance of four essential oils (thymol, menthol, eucalyptol and methyl salicylate) in solution. The new Cool Mint formula contains these same ingredients as Original Listerine.
 "Through a patented process, our scientists identified the formula to enhance the taste, yet maintain therapeutic efficacy," said Ray LeFebvre, president, Warner-Lambert Consumer Health Products Group.
 An American Institution Now Offers A Choice
 "Cool Mint Listerine represents the most significant product variation in the 113-year history of Listerine," said LeFebvre.
 Original Listerine has been the market leader since it created the mouthwash category in 1914. However, while many people find that the Original Listerine taste "lets them know it is working," the company recognized that a Cool Mint taste may be more appealing to others.
 "An unprecedented 99 percent of all mouthwash users have tried Original Listerine. And, while nearly one-third are current users, there are still many consumers who recognize the oral hygiene benefits of Original Listerine but would prefer an alternative taste," said Russ Moran, vice president of product management. "Listerine now offers both."
 Consumer testing strongly suggests that mouthwash users will welcome Cool Mint Listerine. Results of in-home testing found that 85 percent of consumers who tried Cool Mint Listerine indicated they would buy it.
 Partner in Preventive Oral Hygiene
 Studies prove that both Original Listerine and Cool Mint Listerine kill the germs that cause plaque and the gum disease gingivitis within 30 seconds of contact. This antimicrobial action also contributes to the products' effectiveness against bad breath.
 According to the ADA Council on Dental Therapeutics, both Original Listerine and Cool Mint Listerine effectively help fight plaque and the gum disease gingivitis when used in a conscientious program of oral hygiene and regular professional care. Left undetected and untreated, gingivitis can progress to more advanced periodontal (gum) diseases.
 To prevent this, dentists recommend that their patients: (1) brush twice daily; (2) floss their teeth daily; (3) eat a well-balanced diet; (4) have regular dental checkups and, (5) as needed, rinse with an antimicrobial mouthrinse accepted by the ADA for helping control plaque and gingivitis.
 A Heritage of Firsts
 Cool Mint Listerine comes to market with a rich heritage.
 Original Listerine was first introduced as a surgical antiseptic in 1879. It actually created the mouthwash category in 1914 and coined the word "halitosis." In 1987, Original Listerine was the first over-the- counter antimicrobial mouthwash to receive the ADA Council on Dental Therapeutics Seal of Acceptance for helping to fight plaque and the gum disease gingivitis. Original Listerine is the number one mouthwash recommended by dentists, and has been used by billions of people.
 Cool Mint Listerine will be priced similarly to Original Listerine. The new product also will be packaged like Original Listerine with one difference: The Cool Mint Listerine package is designed with cool blues instead of the Original Listerine familiar khaki and yellow.
 Warner-Lambert Company, based in Morris Plains, develops, manufactures, and markets quality health-care and consumer products. It employs approximately 34,000 people worldwide.
 -0- 3/12/92
 /CONTACT: Nancy Fitzsimmons of Warner-Lambert, 201-540-2145, or Tammy Rubin of Burson-Marsteller, 212-614-5107, for Warner-Lambert/
 (WLA) CO: Warner-Lambert Co. ST: New Jersey IN: HEA SU: PDT


TS -- NY049 -- 4854 03/12/92 13:01 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 12, 1992
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