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Cold-FX conducts new campaign

Valeant Canada Consumer Products of Mississauga has begun a new campaign for its Cold-FX cold and flu product. The campaign, developed by John St. of Toronto, consists of two 15-second television commercials intended to remind consumers about the approaching cold and flue season. The first uses the copy, "It's coming." The second, which will be released in January, uses the copy, "It's here." Both ads use the tagline, "Prepare yourself." The television creative will be supported with pre-roll, out-of-home and print advertising.

"The ads don't hit people over the head," said Stephen Jurisic, executive creative director at John St. "There are no scary monsters running after you or droplets of sneeze flying in slow motion. They simply heighten the sense of paranoia we feel around this time of the year. They're funny because they're true."

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