Gertrude Inc./Chicago wins Binaca business

Gertrude Inc./Chicago has been named agency of record for Binaca breath spay, manufactured by oral care brand conglomerate Dr. Fresh Inc. Dr. Fresh acquired Binaca in 2008, and is now focused on reviving the brand. Gertrude has a history of breathing new life into disregarded brands, including the iconic Lava Lite. Gertrude will roll out an integrated ad campaign for Binaca, including television work set to break on June 1. A brand packaging redesign is being featured in Walgreens stores and other outlets. Additional print executions and guerrilla elements will play out through 2009.