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Press release from Business Wire

SCOPE Introduces New Socially Courageous Brand Persona: Courage Encouraged

<p class='bwalignc'> –<i> SCOPE Mouthwash Asks Consumers to be Socially Courageous While Providing them with Fresh Breath & Confidence </i>– </p>

Tuesday, October 02, 2012

SCOPE Introduces New Socially Courageous Brand Persona: Courage Encouraged09:02 EDT Tuesday, October 02, 2012 CINCINNATI (Business Wire) -- The iconic mouthwash brand, SCOPE, is introducing new branding and packaging that not only delivers the long lasting fresh breath consumers have come to know and love, but now encourages them to unleash their courage, one ounce at a time. The brand's bold, new packaging and persona are intended to serve as the consumer's partner in courage, helping them take on new challenges while still feeling confident. All three SCOPE varieties - Outlast, Dual Blast, and Classic - will tout the new brand persona and packaging, while still delivering the trusted fresh breath protection consumers have come to know and love. (Photo: Business Wire) The brand's new persona is described as “Courage Encouraged” – a tingly, fear-destroyer that freshens breath and provides consumers with “kiss-ready confidence”. The SCOPE brand wants to propel consumers into taking more chances and put themselves “out there” like they never thought they could – all with the help of SCOPE. “Inspired by our ‘live out loud' consumers, we are introducing a new, bold brand identity to illustrate how SCOPE is not only the choice that consumers can rely on for fresh breath, but also to help them live courageously,” said Rishi Dhingra, Marketing Director, Procter & Gamble. “We want people to embrace every opportunity while feeling confident SCOPE will be there each step of the way to provide them with the fresh breath and confidence they've relied on for over 40 years.” In an effort to spread the “Courage Encouraged” message, SCOPE has taken to its Facebook Page and YouTube Channel, inviting followers to show-off and share how they choose to unleash their inner courage. To provide courage inspiration, SCOPE shared videos featuring comedian David Adhoot on his mission to live spontaneously. The videos, which portray humorous exploits involved with befriending a stranger at the gym as well as befriending a stranger in the elevator, are featured on the brand's social media channels: http://www.youtube.com/scopemouthwash. New, Bold Look—Same Long Lasting Fresh Breath All three SCOPE varieties – Outlast, Dual Blast, and Classic – will tout the new brand persona and packaging, while still delivering the trusted fresh breath protection consumers have come to know and love. The new SCOPE packaging is now available at mass retailers and drugstores nationwide. SCOPE encourages all consumers to seize the opportunity, take chances, and put themselves out there like they never thought they could, all with the help of SCOPE mouthwash. About SCOPE Mouthwash:SCOPE Outlast Mouthwash technology kills millions of bad breath germs and creates a cool, refreshing sensation for a fresh feeling that lasts up to five times longer than brushing alone. SCOPE Outlast Mouthwash is available in Long Lasting Mint and Long Lasting Peppermint in a 4750 ML Bottle for $4.99 and a 1250 ML bottle for $5.99 (suggested retail price). SCOPE Dual-Blast Mouthwash kills up to 98 percent of bad breath germs* and helps obliterate strong food odors like garlic and onion. Dual-Blast technology captures the odor-emitting volatile sulfur compounds (VSCs) from strong foods such as garlic and onions, helping to neutralize strong food odors in the mouth. Available in Fresh Mint Blast and Icy Mint Blast in a 750ML Bottle for $4.99 and a 1250 ML Bottle for $5.99 (suggested retail price). SCOPE ClassicMouthwash is a classic that leaves breath feeling clean, the consumer to feel confident enough to get close, killing 99% of bad breath germs. Available in Original Mint in 750ML Bottle for $4.99 and a 1250 ML Bottle for $5.99 (suggested retail price). For more information visit scopemouthwash.com or friend us at facebook.com/scopemouthwash. About Procter & Gamble: P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands. *In laboratory tests Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50426421&lang=en For Procter & GambleMeghan Ficarelli, 646-500-7476Meghan.ficarelli@mslgroup.comorJessica Spano, 646-500-7654Jessica.Spano@mslgroup.com