plaque is soft,sticky film that coats teeth within hours of brushing an may eventually harden into tartar
the one time they had focused advertising only on taste and didn't reinforce breath efficacy,market share fell
they were concerned that the current scope consumer could be confused if plaque or any nonbreath claims were added and that scope could actually lose market share if this occurred
they also pointed out that trying to communicate two different ideas in one commercial was very difficult