Binaca Freshens Up Free Speech: Iconic Breath Freshener Kicks Off Year-Long Ad Campaign With Radio's Legendary Howard Stern.

LOS ANGELES -- Binaca has been freshening breath for decades (www.binaca.com). But now the iconic brand is really putting its money where the mouth is. The mouth of the country's favorite "shock jock," Howard Stern, that is.

Beginning in September, Binaca will launch a year long ad campaign on Howard Stern 100 Morning Replay. Live and pre-recorded :60 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 almost 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," says Daniel Enriquez, Vice-President of Sales & Marketing for Dr. Fresh, Inc., the Los Angeles based oral care company that 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 sidekick, 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.

Binaca FastBlast and Binaca Breath Freshener Aerosol Spray (www.binaca.com) are distributed by Buena Park, California-based Dr. Fresh, Inc., the manufacturer of a host of popular and affordable oral care and personal health products (www.drfresh.com).