BUCKLEY'S EMPLOYEES STEP UP IN NEW SPOTS
By Adnews Staff
Toronto-based Garneau, Wurstlin, Philp has created a new campaign for cough medicine producer W.K. Buckley Ltd. of Mississauga in which Buckley's employees answer customer mail. Eight 30-second television spots make up the campaign, four promoting the company's adult cough and cold liquids, two promoting its children's cough and cold liquids and two in support of its cough, cold and flu caplets. The ads, which begin running this week, attempt to demonstrate the loyalty of Buckley's customers by having employees respond to letters the firm has received. The spots were filmed with a single camera in the manner of home videos. "Our new advertising gives a candid snapshot of what our company is all about and how loyal our users are," said company chairman and longtime spokesman Frank Buckley. "Customers aren't just buying individual products anymore, they buy into brands and companies they believe in." The campaign will run from November to February on a number of Canadian specialty channels.