BUCKLEY'S WORST FEATURE HIGHLIGHT OF NEW CAMPAIGN
By Adnews Staff
W.K. Buckley Ltd. of Mississauga, Ontario has taken its product's worst feature and highlighted it in the company's new North American advertising campaign. The new ad push continues the company's "Bad Taste" campaign, originally launched in the mid-80s. Radio and television commercials in Buckley's new campaign will depict consumer testimonials on Buckley's taste. U.S. audiences will hear testimonials describing Buckley's cough syrup as a "nightmare in a bottle" and a "skunk cooked in a rubber pot." Both Canadian and U.S. television viewers will see grimacing faces as people try Buckley's Mixture cough medicine. The $3 million campaign is the largest advertising effort of the company to date. Eight new radio spots running nationally in the U.S. are being supported with print ads in The National Enquirer, The Star and in Diabetes Self-Management. The three North American cough syrup television commercials will also be accompanied by a new TV spot for Buckley's Cold & Flu Caplets along with the company's older ads that feature chairman Frank Buckley. The accompanying television advertising will be seen on Canadian specialty television stations. Advertising for Buckley's is done by Riddochdickinson of Toronto.