July 05, 2004

Smart, very smart!
STRATEGY: Exploiting bad breath caused by 'low-carb'diets (like Atkins)

NEW YORK (AdAge.com) -- Pfizer plans to jump on the low-carb bandwagon by positioning its flagging Listerine PocketPaks as a solution for bad breath caused by the popular diets. While Pfizer is the first to capitalize on the unseemly side effect of the trendy diet, other breath-freshener players are expected to follow suit.

Andy Jacobs, director of marketing for gum and mints at Hershey Foods, said that "low-carb dieters are certainly an opportunity for all breath-freshening products to go after" both in terms of positioning and products.

1 comment:

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