• Drug Store News, Thursday, August 13, 2009 10:29 AM

Procter & Gamble is launching three new products in what it's calling the biggest innovation in the 40-year legacy of its Scope mouthwash brand: Scope Outlast mouthwash, Crest Plus Scope Outlast toothpaste and Oral-B Floss Picks Plus Scope Outlast Flavor, Antoinette Alexander reports.

The Outlast technology is formulated to attach to receptors in the mouth to deliver a long-lasting, fresh feeling, according to P&G -- five times longer compared with brushing alone with ordinary toothpaste. The target is a younger, image-conscious consumer 25 to 35, says Christine McGovern, Scope brand manager.

A multi-pronged marketing campaign comprised of print and TV ads, digital marketing and social media will support the launch in early September, and the packaging is said to "pop off the shelf."

"We purposely put this product in a bottle that would speak to the consumer that this is something new and different," says McGovern. "We really wanted to reinvent Scope with this."

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