Procter & Gamble released a video announcing the launch of Scope Bacon mouthwash, as part of what many observers say is likely to be an April Fools' prank aimed at generating some viral buzz for the brand. P&G has been tweeting about the product from its official Twitter account for Scope and is using the hashtag #ScopeBacon as part of its campaign to fuel speculation over its existence. "Brands have been using [April Fools' Day] to blow off steam and get some earned media buzz for years," write Shareen Pathak and Jack Neff.

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