Makers Of Listerine(R) Antiseptic Challenge Consumers, Dental Professionals To Rethink The Role Of Mouthrinse As Part Of A Healthy Lifestyle

The makers of Listerine
Antiseptic, the only ADA-Accepted nationally branded over-the-counter
mouthrinse, are taking actions today to challenge consumers and dental
professionals to rethink the role of mouthrinse as part of a healthy
lifestyle. The company launched a series of educational and marketing
initiatives in 2006 to raise awareness among consumers and dental
professionals of how twice-daily rinsing with Listerine can help maintain a
healthy mouth, and how emerging science suggests that keeping your mouth
healthy may even contribute to the health of your body.



The latest initiative in this effort, a Listerine-sponsored special
supplement to the November 2006 issue of the Journal of the American Dental
Association (JADA) features a number of articles that explain how an
antimicrobial mouthrinse plays an important role in maintaining a healthy
mouth by helping to prevent and reduce gum diseases, including gingivitis.
Many experts believe that gingivitis, if allowed to progress to advanced
gum disease, may contribute to broader health problems over time.



Guest edited by Ira B. Lamster, dean, Columbia University College of
Dental Medicine, "Antimicrobial Mouthrinses as Part of Daily Oral Care"
provides a summary of the wealth of data supporting the use of an
antiseptic mouthrinse as part of the daily oral care routine. Authors
including John G. Thomas, M.S., Ph.D., of West Virginia University and Mike
Barnett, D.D.S., of the University of Buffalo explore topics such as
"Managing the Complexity of a Dynamic Biofilm" and "The Rationale for the
Daily Use of an Antimicrobial Mouthrinse," respectively. Dentists may earn
up to two continuing education credit hours through the supplement.



"While each JADA issue includes data on a variety of current issues of
interest to the dental community, the Journal's supplements offer an
in-depth look at a particular topic, giving readers the chance to explore
and understand that subject in great detail," said Lamster. "This
particular supplement about antimicrobial mouthrinses provides a
comprehensive review of the data, which can help dental professionals
prepare for patient questions and make appropriate recommendations related
to the role an antimicrobial mouthrinse should play in daily oral care."



In July of this year, Pfizer sponsored a Global Summit designed to
update and align the international research community on the state of the
science behind the mouth-body connection. Participants included
representatives from major universities, research institutions and
professional and government organizations from around the world, such as
Mariano Sanz, professor of periodontology at University Complutense
(Spain); Grace Ong, vice dean, academic affairs, University of Singapore
School of Dentistry; Rui Opperman, dean, Federal University of Rio Grande
Do Sul School of Dentistry (Brazil); Dan Meyer, associate executive
director of the American Dental Association's Division of Science; and Dr.
Peter Cooney, chief dental officer, Health Canada.
















Symposium presenter Dr. Denis Kinane (University of Louisville) opened
the meeting with a review of the science behind the bacterial link theory
that suggests the association between oral and systemic diseases. The
second speaker, Dr. Stephen Offenbacher (University of North Carolina -
Chapel Hill) introduced cutting-edge emerging evidence supporting the
inflammatory theory, focusing on cardiovascular and pregnancy outcomes
exposing the role of inflammatory components and the strength of the
association. Finally, Dr. Maurizio Trevisan (University at Buffalo)
outlined the public health implications, which led to a rich discussion on
the role of daily oral care on the overall health status.



Outcomes of this meeting will include publication of the proceedings
and a consensus statement developed by a Global Task Force led by symposium
moderator Dominick P. DePaola of Boston's Forsyth Institute. Reflecting the
view of the global research community based on data presented at the
symposium and subsequent discussion, the task force will outline what is
currently known about the association between oral and systemic health and
what requires further research. The group also will examine how the current
state of the science has been communicated by the media and public health
organizations.



"In order for the science to evolve, the global scientific community,
including industry leaders, must further the dialogue and align on what we
know and what we still need to learn, which is why events like this
symposium are so critical," said DePaola. "But beyond reaching these
conclusions, we need to guide the direction of research in a way that will
help us achieve the next level of understanding, and that's what the
consensus statement aims to do."



The makers of Listerine continue national outreach on the campaign, "If
you think Listerine is just for your mouth, think bigger" to help educate
consumers on the mouth-body connection. The outreach includes a Web site
(listerine), a print advertisement endorsed by the American
Dental Association (ADA) and, recently, outdoor advertising. The company
also sponsored "Healthy Mouth, Healthy Body," an ADA consumer education
brochure, as well as a page on the ADA Web site dedicated to explaining
what scientists know about this association, and what consumers should do
about it.



"We're very proud of the work we've done this year to help further the
conversation within the scientific and professional communities, but we are
equally committed to communicating accurately to the public about this
potential link," said Lori Kumar, Ph.D., vice president, oral care research
and development, Pfizer Consumer Healthcare. "Our goal is to propel oral
care into a new era in which the importance of a healthy mouth is
heightened, and the products available to professionals and consumers are
more effective and accessible than ever before."



In addition to these educational efforts, Pfizer launched two new
products in 2006. Vanilla Mint Listerine(R) Antiseptic, introduced in May,
provides an equally effective option for those patients who want to prevent
and reduce plaque and gingivitis yet prefer a "less intense" taste
experience. Listerine(R) Agent Cool Blue Plaque-Detecting Rinse, the first
product of its kind, hit store shelves in June, offering kids and parents a
new way to make brushing fun and help kids brush better. These new
offerings, combined with Pfizer Consumer Healthcare's efforts to educate
consumers and contribute to the professional and research communities,
underscore the company's dedication to oral care's advancement.



About Listerine



Listerine Antiseptic is the number one dentist-recommended brand of
mouthrinse and the only major brand name over-the-counter mouthrinse that
carries the ADA Seal of Acceptance. Made by Pfizer Consumer Healthcare,
Listerine contains a fixed combination of four essential oils and is
clinically proven to kill germs that cause bad breath and to help prevent
and reduce plaque and gingivitis. To learn more about Listerine Mouthwash
and to further explore the mouth-body connection, visit
listerine.



About Pfizer



Pfizer Inc discovers, develops, manufactures and markets leading
prescription medicines for humans and animals and many of the world's
best-known consumer products. The Consumer Healthcare division of Pfizer,
headquartered in Morris Plains, New Jersey, is the world's second-largest
consumer healthcare company, with a portfolio of market-leading brands that
also includes Purell(R), Neosporin(R), Benadryl(R), Sudafed(R), Visine(R),
and Rogaine(R).


Pfizer Consumer Healthcare

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