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Procter & Gamble promotes Scope

Procter & Gamble began an out-of-home campaign promoting its Scope brand of mouthwash late last month. The national campaign, called "Outlast," was developed by Zoom Media in association with Starcom MediaVest Group. The initiative made use of ads in the washrooms of bars and restaurants that offered samples of the product through the holiday season and New Year's Eve.

"We are proud to have had the opportunity to get creative and deliver a sampling campaign that adds value to the consumer encouraging Scope trial in a very relevant environment," said Ivana Costantini, senior account director at Zoom Media.

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