Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Gertrude Inc./Chicago wins Binaca business

| No Comments

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.

Leave a comment



About the blogger

Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

About this Entry

This page contains a single entry by Lewis Lazare published on May 28, 2009 11:30 AM.

Ogilvy/Chicago needs new leadership was the previous entry in this blog.

DraftFCB/Chicago's Karen Sauder is Ad Woman of the Year is the next entry in this blog.

Find recent content on the main index or look in the archives to find all content.