Listerine aims to dissolve rival Crest with new whitening strips

07/27/2007 |

For the launch of Johnson & Johnson's next-generation Listerine Whitening Quick Dissolving Strips, which disappear in five to 10 minutes, JWT, New York, has created a 30-second TV spot resembling a home video that depicts a young woman touting the product to friends at a party. The product, which is intended to rival Crest's dominant whitening product, also will be sampled nationally and will be the sponsor of the "Good Morning America" concert series.

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