Whiten Your Teeth Even While Walking the Dog

Whiten Your Teeth Even While Walking the Dog
July 27, 2007
CLAIRE ATKINSON
The New York Times Company

An advertisement for Listerine Whitening Quick Dissolving Strips.

AT Dr. Craig ArcidiaconoÌs dental practice in Middletown, N.J., Terry Stanzione, a receptionist, works with many patients who want whiter teeth. Although she stands by the $600 procedure performed by her boss, she herself tried over-the-counter whitening strips instead Û with unhappy results.

ÏWhen I put it on, they didnÌt stay on,Ó she said. ÏI didnÌt like the way it fit. I couldnÌt talk.Ó Ms. Stanzione, who used the strips when they first came out, said she would be willing to try a new product if it improved on her first experience.

She is exactly the kind of customer Listerine is seeking as it tries to reinvigorate the market for teeth-whitening products. These products took the market by storm six years ago but waned in popularity because the early products were expensive and difficult to use. Some of them had to be stuck to the teeth overnight.

Copyright 2007 The New York Times Company

Please visit the website to view the article in its entirety.