Listerine sales
This article was originally published in The Tan Sheet
Executive Summary
Cool mint Listerine PocketPaks retail sales exceeded $175 mil. in first year, placing the portable oral care strips in the top 2% of all new consumer products, Pfizer Consumer Healthcare says. Other oral care products in top position include Colgate Total, Crest WhiteStrips, firm notes. Pfizer sold over 200 mil. PocketPaks in first year on shelves; introduction is credited with reinvigorating the 120-year-old brand. Backed with a $40 mil. ad campaign, PocketPaks were expected to exceed $100 mil. in first year sales after launching in October 2001 (1"The Tan Sheet" Oct. 15, 2001, In Brief)...