There’s this thing called the Paddle Test. It’s used to measure how long a mint will last, how long it takes it to break down and dissolve completely. We took the Paddle Test. And we also gave it to four of the biggest selling mints, the ones everybody looks to for fresh breath. And they all did pretty well. The worst one dissolved in about 10 minutes, the best one lasted 26.
The ForeverMint lasted 18 hours and 20 minutes. Well, actually, at 18 hours and 20 minutes, they just stopped counting.
We didn’t simply change the definition of longest-lasting, we changed to entire way you measure it. Sometimes there is evolution, sometimes there is revolution. And sometimes there is an advancement so profound that the old way of measuring things doesn’t even apply any more.