MORRIS PLAINS, N.J., Jan. 7 /PRNewswire/ -- Ever wonder what makes a smile
really dazzle?  Americans say it's all about those pearly whites!  A recent
national survey on smiles conducted by Harris Interactive(R) for Trident
White(R) Spearmint sugarless chewing gum revealed that America's favorite kind
of smile is a wide, toothy ear-to-ear smile over a mysterious grin,
close-mouthed smile or smirk.
    The same holds true when Americans are asked to rate their favorite
celebrity smile.  The survey showed that the stars that consumers thought to
have the best smiles are the ones who flash a big, bright, "larger-than-life"
grin.
    Which star smiles shine brightest?
      *  When asked which female celebrity has the best overall smile, one out
         of three, or 34% of Americans gave Pretty Woman Julia Roberts the top
         slot. Halle Berry came in second with 22%, and Jennifer Lopez, third,
         with 12%.
      *  Of male celebrities, one out of four, or 23% say Tom Cruise has the
         best overall smile, followed closely by George Clooney (19%) and Will
         Smith (15%).
      *  When asked which female teen idol has the grooviest grin, one out of
         three, or 32% of Americans say Britney Spears has the winning smile.
         Among male teen idols, one in five, or 20% of Americans think Prince
         William's smile reigns supreme.

    The sweet smile of success...
      *  Of female athletes with the best smile, figure skater Michelle Kwan
         took first place.  Of female tennis stars, 20% say Anna Kournikova
         has the ace smile.
      *  Nearly half of Americans voted Tiger Woods as having the best smile
         among male athletes.

    What makes a smile America's favorite?
      *  Nearly half, or 49% of Americans prefer a wide, toothy, ear-to-ear
         smile over a mysterious grin (26%), close-mouthed smile (9%) or
         smirk (9%).
      *  When it comes down to which part of the smile counts most, two in
         five, or 40% of Americans think white teeth make a person's smile
         attractive over 27% who think straight teeth are imperative.
      *  When asked about their own smiles, 38% of Americans think their teeth
         are the best part of their smile.

    Do sunnier locations make for sunnier smiles?
      *  The sunniest smiles were said to be found in the South (31%) followed
         by the Midwest (18%), West (17%) and Northeast (15%).

    "We believe healthy teeth and a great smile are very important to people,"
says Thomas McPartlin, Brand Director, Trident.  "The survey revealed that
Americans have very definite opinions on what makes a terrific smile - big,
bright and lots of pearly whites."
    The survey on smiles coincides with the introduction of new Trident White
Spearmint sugarless chewing gum.  The new product launch is being supported by
a national in-store promotion, "Trident White Mystery Smile" Sweepstakes(1),
where consumers have the opportunity to guess the identity of one of three
mystery celebrities from a display featuring a picture of their smile and a
list of clues.
    Since its introduction nine months ago, Trident White has gained more than
a 60 percent share of whitening gum sales, making it the market leader in the
whitening gum segment.  Driven by Trident White's success, overall whitening
gum segment dollar sales have increased nearly five times.  Consumers can
learn more about Trident White and other Trident gums by visiting the websites
http://www.tridentgum.com , or http://www.prodhelp.com .

    Trident White sugarless gum uses a proprietary whitening technology, which
does not impact taste, and does not contain baking soda, bleach, peroxide or
dyes.  In clinical testing, where two pieces were chewed four times a day,
Trident White safely whitened teeth in as little as four weeks(2).

    Trident White is marketed by the Adams Division of the Pfizer Consumer
Group, Pfizer Inc.  Other brands marketed by Adams include Dentyne Ice(R),
Chiclets(R) and Halls(R).  Pfizer Inc discovers, develops, manufactures and
markets leading prescription medicines, for humans and animals, and many of
the world's best-known over-the-counter brands.

    (1) No purchase necessary.  Void where prohibited.  Open to U.S. residents
        (excluding Puerto Rico) 18 years and older.  Entries must be received
        by 2/14/03.  For official Rules go to http://www.Tridentgum.com or
        write to Trident White "Mystery Smile" Sweepstakes, P.O. Box 4793,
        Blair, NE 68009-4793
    (2) Based on clinical trials where gum was chewed in addition to regular
        brushing.

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CONTACT:
Erica J. Johnson, Adams Division of Pfizer,
+1-973-385-0708, or Elise Telloni, +1-973-410-9312
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