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MARKETING MAGAZINE MARKETING AWARDS; Germ Warfare How Pfizer Consumer Healthcare cleaned up the local breath freshener market. By Simon Young
Marketing Magazine (Auckland), September, 2004 by Simon Young
Listerine PocketPaks are not much to look at. One of them fits snugly in a change pocket, undisturbed until needed for fresh breath and a clean mouth.Yet if it wasn't for some courageous decision- making by Pfizer, Listerine PocketPaks may have never reached our shelves, pockets or mouths.Technically, Listerine PocketPaks are confectionery, part of the stick and roll category (despite being neither a stick nor a roll).
Pfizer is a pharmaceutical company, more familiar with chemist shops and supermarkets than dairies or service stations. Recognising this weakness early on, marketing manager Debbie Billcliff and her team turned it into a strength by seeking out a distributor familiar with fmcg confectionery. Sweetline had the credentials to fill this important role.Pfizer also...
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