Listerine Puts Ready Tabs Where the Mouth Is

Listerine has unveiled a new oral care category to support life on-the-go. For the release, the brand has put together a multi-channel push.

Listerine has rolled out a marketing campaign to support the debut of its latest offering, Ready Tabs. Mint-based, the solid-to-liquid tablet works as a breath freshener and lasts up to four hours. The product targets consumers whose lifestyles call for on-the-go solutions.

Ready Tabs takes forty seconds to deliver results. A user needs to chew for 10 seconds to turn the tablet from a solid to liquid and then swish for 30 seconds before swallowing. The mouth-cleaning remedy is crafted purely from food-grade properties, while alcohol-free.

Formulated to safely ingest, the new Listerine entry contains no mouthwash. Meanwhile, the push to promote Ready Tabs encompasses digital and television placements, with social media, PR, and in-store executions. The #ChewSwishSwallow spots can be viewed here:

“Now consumers can have a clean feeling even if they’re not near a sink. We are changing the way they think about their everyday oral care routine with a form that’s completely new to the market,” said Sissy Urista, Senior Commercial Director of Listerine.