Stern gets fresh with Binaca

LOS ANGELES Breath freshener Binaca, which is distributed by oral care company Dr. Fresh Inc., has turned to the "shock jock" Howard Stern to help promote the brand.

Beginning in September, Binaca will launch a year-long ad campaign on "Howard Stern 100 Morning Replay."  Live and pre-recorded spots will air Monday through Friday between noon and 10 p.m. EST on the show, which is syndicated by the Sirius Satellite Radio and estimated to reach nearly 3.8 million unduplicated listeners weekly.

 Stern, known for his no holds-barred approach to talk radio, was in 2006 named one of "100 most influential people in the world" by Time magazine.

"The Stern campaign is part of our efforts to introduce a cutting edge new version of a brand that has always defined the breath freshener category," stated Daniel Enriquez, VP sales and marketing for Dr. Fresh, which acquired the Binaca brand in late 2008.  "Binaca is not afraid of irreverence and humor, and we can?t wait to see what Howard comes up with in his daily riffs."  

Enriquez notes that Stern's longstanding side kick, Baba Booey (the show's producer Gary Dell' Abate) is often maligned on the air for his purported bad breath.

The campaign will also feature several $500 cash giveaway promotions during the year.