Binaca
Ad Campaign
Breath SprayCase Study
Art Direction
Photography
2018
Introduction
Binaca, an American breath spray product, has become a vernacular material—an obscure item often overlooked in grocery aisles. Despite its historical presence in the market, Binaca has not had an active advertising campaign in recent years.
Objective
The lack of recent advertising efforts has contributed to Binaca's diminished visibility and consumer awareness. As a result, the product struggles to compete with more prominently marketed alternatives.
Proposed Strategy
To rejuvenate Binaca's market presence, a novel advertising campaign is proposed. This campaign will blend Binaca's vernacular appeal with elements of high culture, aiming to create a unique and compelling brand narrative.
“IT IS NOT CHIC TO REEK”
A former slogan from the brand's archives will serve as an excellent reference for shaping the campaign.
Three Peaches on a Stone Plinth, 1705. Rijksmuseum.Stilleven, c.1644 - c.1666. Rijksmuseum.
Dutch still life paintings are renowned for their refined elegance, often showcasing everyday objects in a way that highlights their beauty without excess or extravagance. This subtle sophistication is ideal for aligning with Binaca’s brand, which prides itself on offering a high-quality product that remains approachable and accessible to a wide audience. The understated yet refined nature of these paintings mirrors Binaca’s core values—providing a product that is both simple and effective, without being pretentious or overly flashy. By drawing inspiration from these timeless works of art, the campaign can effectively convey the brand's commitment to quality while maintaining an inclusive, democratic appeal.
Drawing inspiration from Dutch still life paintings, the sepia-toned setting sets the overall aesthetic for the campaign. Binaca is symbolized by a simple yet elegant cloche, which not only showcases objects that cause bad breath but also encapsulates the bad breath itself. In the imagery, this is visually represented as a visible green vapor emerging from the cloche, adding a striking and memorable element to the campaign. This blend of simplicity, elegance, and symbolism underscores the brand's approach to addressing bad breath in a sophisticated yet accessible way.Applications