ANDERSON DDB CREATES CAMPAIGN FOR ROBITUSSIN
By Adnews Staff
Whitehall-Robins has released a new television advertising campaign called "It's Catching On" for its cough syrup Robitussin. Created by Anderson DDB Health & Lifestyle of Toronto, the creative uses the word "Robitussin" as a response to a cough, in the manner that "bless you" is a response to a sneeze. Fifteen- and 30-second versions of the ad show a woman and two children sitting at a kitchen table. The boy begins to cough. The woman goes to a cupboard. The girl says, "Mom, when someone sneezes you say 'bless you' right? But what are you suppose to say when someone coughs?" The woman says, "Robitussin." The father is shown coughing. The girl says, "Robitussin." English and French versions of the ad broke last week. They will run through the cold season. Additional components will include radio ads and in-store materials in the new year. The campaign's tagline is, "Recommended by Dr. Mom."