Binaca -- the stinging mint breath spray that might have gotten you through junior high -- hopes its next big commercial idea might come from the collective hive of the Internet.
The contest is being run through the social networking-cum-market research consortium Tongal, a Web site with the stated goal of democratizing the creative commercial process.
A 250-word pitch is due by Monday, January 25. After that, the top five pitches, selected by a panel of judges including Binaca's brand owner Dr. Fresh Inc. (arguably a great name for a rapping supervillain), can then be turned into videos by members of Tongal. Those are due on January 28 and the most-viewed video after 30 days is the winning entry. At each stage of the process, cash is awarded to the top entries.
As of Tuesday at midnight, there were only 77 entries, so you've got a fairly good shot if you can put together a commercial concept.
Here are some facts that might help you plan your entry. Binaca has been around for 75 years, which is surprising, although not in light of the potent blast that I can still feel crackling on my taste buds like Pop Rocks. It now comes in three flavors: cinnamon, spearmint and peppermint. Previous taglines include: "Breathtaking" and "Binaca: Are you ready?"
So try and imagine a world before breath strips and exotic-flavored Tic Tacs. A simpler time when breath was either rank or freshened via mist. Just make sure you're pointing the Binaca canister in the right direction and not just creating a minty cloud directly feet in front of your mouth.
[Image via Flickr: ekke vasli]