Novartis promotes Buckley's
Novartis Consumer Health Canada has begun a campaign for Buckley's cough syrup called "Buck Up with Buckley's." The campaign, developed by Capitol C of Toronto, invites consumers to submit a photograph of the face they make when they taste the product. Images can be uploaded to a website at <http://www.buckup.ca>. Images were also collected during an earlier phase of the campaign at a branded tent that was set-up at various events nationally. Visitors to the site can vote on the faces, some of which will be used in future advertising for the product. The promotion will run until the end of June. Matthew Diamond, a partner at Capital C, described the initiative as "a program that would encourage consumers to interact with the Buckley's brand, thus keeping it top-of-mind for the next time they were sick. By building on Buckley's slogan, 'It tastes awful. And it works,' we developed a campaign that not only allows our consumer to embody the brand, but essentially to become part of it."