This document provides information about the Canadian mouthwash market and Scope brand's declining market share. It details Scope's competitors including Listerine, Plax, private label brands, and new entrant Colgate Total. It discusses Listerine's increasing marketing activities and Scope management no longer allowing new investment in the brand. The objective is to develop focus group questions to finalize Scope's brand positioning statements and lead to breakthrough advertising. Example questions probe consumer perception of benefits, brand perception, positioning statements, and ad effectiveness.