P&G to Debut New Mouthwash in $100 Million Campaign

Procter & Gamble is set to launch its biggest marketing initiative for the year with a $100 million push behind its new mouthwash product.

Crest Pro-Health will be introduced at the end of March with an all-out blitz of 30-second as well as DRTV spots—that prompt the viewer to request coupons—and print ads. Sampling will take place at doctor's and dentist's offices as well as at health clubs. The ads will focus on the health benefits of the product and its claim that it "kills germs without the burns," P&G spokesperson Tonia Elrod said.

P&G said that only 50% of households use mouthwash and that use is low because of the burning feeling of some mouthwashes.

With the introduction, P&G expands its presence in the mouthwash market. It also markets the mouthwash brand Scope.

The $1 billion a year market for mouthwash is dominated by Listerine, made by Pfizer.