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Scope mouthwash announces new packaging, persona

BY Antoinette Alexander

CINCINNATI — Procter & Gamble’s mouthwash brand Scope is introducing new branding and packaging.

The brand’s new persona is described as “Courage Encouraged” — a tingly, fear-destroyer that freshens breath and provides consumers with “kiss-ready confidence.”

“Inspired by our ‘live out loud’ consumers, we are introducing a new, bold brand identity to illustrate how Scope is not only the choice that consumers can rely on for fresh breath, but also to help them live courageously,” P&G marketing director Rishi Dhingra said. “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.”

In an effort to spread the “Courage Encouraged” message, Scope has taken to its Facebook page and YouTube channel, inviting followers to share how they choose to unleash their inner courage. To provide courage inspiration, Scope shared videos featuring comedian David Adhoot on his mission to live spontaneously. The videos, which portray humorous exploits involved with befriending a stranger at the gym, as well as befriending a stranger in the elevator, are featured on the brand’s social media channels.

All three Scope varieties — Outlast, Dual Blast, and Classic — will tout the new brand persona and packaging. The new Scope packaging is now available at mass retailers and drug stores nationwide.

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Kmart, Sears offer ship-to-home for online layaway purchases

BY Allison Cerra

HOFFMAN ESTATES, Ill. — Sears Holdings now is offering its Kmart and Sears customers the option of ship-to-home delivery for items purchased through online layaway.

The new service, also available on store kiosks, now enables shoppers to select, purchase and have the items delivered directly to their homes, bypassing the layaway line altogether. Both retailers will begin the exclusive layaway ship-to-home service starting Nov. 7.

Sears has also joined Kmart in removing all layaway service fees both online and in-store leading up to the holiday season.

"We witnessed a positive consumer response from Kmart’s free layaway news, and the latest announcement of home delivery and Sears’ free layaway are proof of our commitment to providing our customers value and convenience," said Jai Holtz, VP financial services at Sears Holdings. "Our exclusive online layaway ship-to-home delivery service provides a convenient alternative to customers who prefer to make their layaway purchases from the privacy of their own home."

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Independence Blue Cross expands coverage to urgent care, retail clinics

BY Antoinette Alexander

PHILADELPHIA — Independence Blue Cross announced that it has expanded members’ access to care by adding coverage for treatment at urgent care centers and retail clinics, and also has developed a new Web tool to help members locate these facilities.

The new Web tool is designed to make it easier for members to find urgent care centers and retail clinics for care for nonemergency conditions when their personal physicians are not available, like evenings and weekends.



"We know our members lead busy, demanding lives and sometimes need access to good medical care when their family doctors aren’t available, but don’t want to go to busy, more costly emergency rooms," stated Daniel Hilferty, IBC president and CEO. "That’s why we’ve added coverage for urgent care centers and retail health clinics which provide safe, cost-effective care quickly and conveniently. This is just one more way we’re changing the game so members can get care when they need it the most, along with the tools and information to make wise healthcare decisions."



"Whether members choose to visit one of our network doctors, a retail health clinic or an urgent care center, each can serve as a convenient alternative for conditions that require prompt medical attention but do not pose an immediate, serious health threat," added Richard Snyder, IBC’s chief medical officer. "Options like these may also control unnecessary visits to the ER and help reduce overcrowding by enabling doctors to focus on patients with truly, life-threatening emergencies."



A 2010 RAND study has shown that roughly 17% of all visits to hospital emergency departments nationally could potentially be treated at retail based health clinics or urgent care centers for an estimated savings to consumers of $4.4 billion. The study reports that ER visits also are getting longer, with Pennsylvania ranked 22nd nationally in the length of its ER waits — of nearly four hours — according to the Emergency Department Pulse Report, Press Ganey Associates, 2010.


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