Scope Outlast Launch PDQ
Client Company: Procter & Gamble
Production Run Quantity: 19,000
Intended Length of Use: 6 months
Production Date: 7/13/09
Producer: Leo Burnett/Arc Worldwide
Objectives: Create disruption at retail to make Scope relevant to consumers again; reverse share declines. Communicate refreshment as the primary product benefit. Differentiate Scope from private labels through the use of unique, ownable graphics.