Novartis begins Buckley's billet family campaign
Novartis Consumer Health Canada has begun a campaign for Buckley's cough syrup based on its support for billet families that provide lodging for CHL junior hockey players. The new program includes a website at <http://www.buckleysbilletfamilies.com> where visitors can vote for a "Billet Family of the Year." Voting is based on photographs submitted by participating families demonstrating the facial expressions caused by the taste of the product. The contest will run until March 31. Winning families and two voters will receive trips to the 2010 MasterCard Memorial Cup. The contest is being promoted with a billboard and radio advertising campaign developed by Saatchi & Saatchi Toronto, as well as public relations by LexPR Canada and street promotions. "All of these elements are designed to spread the word that the hard work and dedication of billet families is worth it," said Ginny Homewood, senior brand manager for Buckley's at Novartis.