i was just reminiscing with a friend about how we never left for middle school without a vial or two of binaca in our pocket, and how amazing it would be if they rebranded it and everyone started obsessively using binaca again. and then i see these new ads for binaca, totally revived!


i haven’t seen it in the drug stores yet but i’m curious to see if they’ll be able to reposition themselves as the “breath control authority” that they once were in the 90s. with breath control products accounting for 34% of oral care sales in 2008, and rising, they certainly have a willing market. i just wonder if they’re going about it the right way. the urban-graffiti design, with the primary colored packaging, and the contrived double entendres are all tired themes that make them seem like they’re following tips on “How To Be Popular” from a 1991 issue of Sassy Magazine, not reinventing a brand for an oversaturated market.
and does anyone else find it strange that the rate of human interaction seems to go down while sales for breath control is going up? does it make those fewer encounters more fraught with significance that we freak out and guzzle breath spray, hoping that dazzling breath will mask our awkward words? or is it just a general hygiene trend whereby the natural has to be deodorized and disinfected to oblivion, breath included? personally, i find overly minty breath to be just as creepy as an overly deodorized body, but i think i may be in the minority here.
via adsoftheworld