ANDERSON DDB CREATES ROBITUSSIN RADIO CAMPAIGN
By Adnews Staff
Anderson DDB Health & Lifestyle of Toronto is following up its recent "It's Catching On" television advertising campaign for Whitehall-Robins' Robitussin cough syrup with a new radio campaign. The radio ads continue the conceit of bystanders saying "Robitussin" when someone coughs that was used in the television creative. The campaign is intended to convey the idea that this usage has caught on with consumers and become part of Canadian culture. In each radio ad a narrator with a heavy accent writes home about the idiosyncrasies of Canadian culture, including sentences that end with "eh," doughnut shops, hockey and the dollar being called a loonie. In each ad the writer describes how well mannered Canadians are for saying "Robitussin" when someone coughs. The ads end with the lines "To help stop a bad cough and loosen chest congestion, respond with Robitussin DM. Recommended by doctors and pharmacists." The 30-second spots begin a four-week run in some English-language markets this week.