BWI: Listerine Launches Its ‘21 Day Challenge’ To Address Changing Consumer Trends In Oral Care

Press release from Business Wire India
Source: LISTERINE
Tuesday, September 13, 2011 02:19 PM IST (08:49 AM GMT)
Editors: General: Consumer interest, People; Business: Advertising, PR & marketing, Business services, Healthcare, biotechnology & pharmaceutical, Household & personal care products & services, Retailers
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Listerine Launches Its '21 Day Challenge' To Address Changing Consumer Trends In Oral Care
50% Of Indians Looking Beyond The 'Tooth Brush And Paste Routine'

Mumbai, Maharashtra, India, Tuesday, September 13, 2011 -- (Business Wire India) -- On the occasion of World Oral Health Month in September, Listerine launched its '21 Day Challenge' to encourage consumers to include mouthwash in their daily preventive oral care routine. In the last one year itself 25% of Indians have complained of bad breath and 13% have suffered from cavities. However oral health experts estimate these figures to be much higher because a lot of people do not realize that they are suffering from oral health problems. According to a recent survey by Listerine 50% of Indians feel their oral care routine is incomplete with just brushing and are looking for more advanced products like mouthwash.

In light of this changing consumer trend in oral care products Listerine has launched its challenge to encourage consumers to experience the benefits of the product for themselves or get their money back. After using Listerine for a period of 21 days 90% of people felt their mouth was healthier and 86% of people claimed they cannot get the same feeling from brushing alone. Apart from the fresh feeling that lasts through the day consumers also used mouthwash to kill germs and prevent yellow teeth.

According to Dr Gopalakrishnan, Secretary General of the International Clinical Dental Research Organization and Professor of Periodontology at Santosh University in New Delhi, "In India people are waking up to the importance of preventive oral care to protect the mouth and teeth from germs. While brushing was considered enough till a few years back we are now seeing a growing need for products like mouthwash. For a complete oral care routine and to reduce the incidence of oral problems it is essential to use mouthwash along with brushing."

Globally mouthwash is a very popular oral care product, however in India penetration and awareness is low and restricted to urban areas. In an attempt to up the low level of awareness of the mouthwash category and improve oral hygiene standards, Listerine launched its '21 Day Challenge' during Oral Health Month (September). Ajay Rangaraj, General Marketing Manager, Oral Care, Johnson & Johnson Ltd, India, "Through this challenge we want to encourage people to include mouthwash in their daily preventive oral care routine in order to achieve higher standards of oral health and prevent problems like tooth decay, gum problems and bad breath. We are confident that after using Listerine for just 21 days consumers will experience healthier gums and teeth."

About Listerine

LISTERINE® Antiseptic is the number one dentist-recommended brand of over-the-counter antimicrobial mouth rinse and the only nationally branded over-the-counter antimicrobial mouth rinse that has earned the Indian Dental Association Seal of Acceptance. LISTERINE® Antiseptic contains a fixed combination of four essential oils and is clinically proven to kill germs that cause plaque, gingivitis and bad breath.

To learn more about LISTERINE® Antiseptic and to further explore the mouth-body connection, visit www.listerine.in

About World Oral Health Day

World Oral Health Day originated with the hopes of increasing dental health awareness worldwide. It is celebrated on September 12. The date of September 12 was chosen as the day to celebrate in honor of the FDI World Dental Federation's founder, Dr. Charles Gordon, who was born on September 12, 1854 and to celebrate the groundbreaking event of the World Health Organization's International Conference on Primary Health Care which took place on September 12, 1978. World Oral Health Day was first celebrated on September 12, 2008.

About 'Listerine 21 Day Challenge'

The Listerine '21 Day Challenge' encourages people to use Listerine twice a day along with brushing to experience the benefits of the mouthwash or get their money back. After using the Listerine 'challenge pack' for 3 weeks if consumers are not satisfied and do not experience a healthier and fresher mouth they can return the pack and get their money back. Some of the benefits that are experienced after 21 days of usage include a longer lasting clean fresh feel in the mouth, reduction in plaque and stronger gums and teeth.

For more details, visit www.listerine.in/21DayChallenge



CONTACT DETAILS
Astha Tandan, The PRactice , +91 9820113133, astha@the-practice.net

KEYWORDS
CONSUMER, PEOPLE, MARKETING, BUSINESS SERVICES, HEALTHCARE, HOUSEHOLD, RETAIL

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