• by Tanya Gazdik , July 29, 2010

The Kennebunk, Maine-based personal care company currently has ads running on Facebook's news feed page directing consumers to a contest promoting its "Wicked Fresh" toothpaste and mouthwash, which debuted on shelves in late April. The company is also promoting the contest on Twitter. The company spokesperson did not return emails or phone calls seeking information.

The promotion -- which includes a contest, sweepstakes and instant win game – runs through Oct. 8.  Consumers can enter the sweepstakes through the "That's Wicked Fresh!" application on Facebook or on the Tom's of Maine Facebook page. Visitors to the pages automatically receive one sweepstakes entry and one instant win game play per day. To play the instant win game, consumers follow the links and instructions and results will be instantly displayed. Contestants can earn one sweepstakes entry by rating a photo submitted into the contest, up to three additional entries per day.

To enter the contest, consumers can upload one photo that displays their "Wicked Fresh!" moment and up to 150-word description of the photo. Photo submissions will be accepted through Sept. 24 with judging occurring from Sept. 25 to Oct. 8.

 Consumers can visit http://apps.facebook.com/wickedfreshmoment to receive instructions on how to enter the Twitter Sweepstakes. They must become a follower of @tomsofmaine and then tweet their wicked fresh moment with #wickedfreshmoment http://bit.ly/9GvtCs included to receive one sweepstakes entry for their first tweet each day.  Administrator will randomly select the potential sweepstakes winners from all eligible entries received during the promotion period, on or around Oct. 11.

There will be 10,200 random computer-generated winning times during the promotion period. The first player to play the instant win game at or after one of the randomly-generated times becomes a potential instant winner of the prize indicated.

There will be 200 instant win game first prizes of two song downloads from the musical "Wicked" and 10,000 second prizes of a toothpaste sample. The grand prize is eco-friendly trip for two to New York. 

The toothpaste claims to be the first to feature the its patent-pending, flavorless botanical licorice root extract combined with natural mint flavor oils that is geared toward eliminating bad breath. The mouthwash, which contains naturally sourced mineral zinc-chloride, is non-alcoholic. It uses a proprietary blend of natural mint oils for a cool feeling.

The toothpaste comes in a recyclable tube and is available in two flavors: cool peppermint and spearmint ice. The mouthwash packaging is made from single-source plastic so it can be recycled from bottle to cap -- even the tamperproof shrink-wrap is compostable.