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Scope introduces mouthwash with new packaging

Procter & Gamble’s mouthwash brand Scope is introducing new branding and packaging that is expected to deliver a long lasting fresh breath to consumers.

Scope’s new persona is described by the company as ‘Courage Encouraged,’ which is claimed to have a tingly, fear-destroyer that freshens breath and provides consumers with confidence.

P&G marketing director Rishi Dhingra said the mouthwash is being introduced in a new, bold brand identity to illustrate how consumers can rely on Scope for fresh breath, and to live courageously.

"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," Dhingra said.

In an effort to spread the ‘Courage Encouraged’ message, Scope has taken up branding exercise by inviting followers to share their view on its Facebook page and YouTube channel, on how they prefer to unleash their inner courage.

All three Scope varieties Outlast, Dual Blast, and Classic that form part of the new brand persona and packaging are available at mass retailers and drug stores nationwide.