“I’m not crying…these are…just…tears… of joy”, exclaims Marco Mogable, as the explosion of cinnamaldehyde rockets through his sinuses.

A part-time hip-hop artist, Marco (stage name: Kid Platto, and occasionally Joseph Tshabalala or Isaac Nmgenu) is not usually short on things to say. But this time, instead of words, great plumes of cinnamon escape his mouth in stifled gasps.

You can hear his ‘crew’ in the background – they may be having a laugh at his expense, but they won’t be laughing when The Kid is crowned Bioplus World Champ.

Along with the awesome prizes that go with it.

Says The Kid, between contorting sneezes of cinnamon:

Central to the identity of hip-hop is ‘bling’ around the neck, and I can think of nothing better than a gold medal adorning my manly chest.

Don’t celebrate just yet, guy, there’s still a long way to go.

And at any moment some brave soul may take you up on the Cinnamon Challenge.

Between now and end of May 2013, you all have the chance to be a Bioplus World Champ.

The rules are simple: make a record, break a record.  Use your brawn, your brain or both, and you could win that fabled gold medal or your share of awesome prizes to the tune of R100 000!

Get over to the Bioplus Facebook page for more. That is how you may actually get a friend… with benefits.