BUCKLEY'S FOLLOWS CONSUMERS TO THE BEDROOM
By Adnews Staff
W.K. Buckley Ltd. of Mississauga, Ont. has taken its cough medicine to the bedroom. The company launched Buckley's Bedtime cough syrup, a nighttime remedy for coughs and runny noses. The product, which can cause drowsiness, is sugar and alcohol free and is targeted at cold sufferers over 12 years-of-age. Buckley's Bedtime will be promoted using national 15-second TV ads as well as in-store materials. In addition, consumers will have a chance to win a Winter Survival Kit from participating pharmacies by entering in-store contests. The TV ads will feature Buckley's president Frank Buckley. The kit features all Buckley's products including its cough syrup, muscle rub and children's products. At this point, Buckley's doesn't know when the ad campaign will be launched because it is in the middle of an agency review. The company has short-listed four agencies and will make a decision within a month. The incumbent on the business is Bensimon*Byrne of Toronto, which recently merged with D'Arcy, Masius, Benton & Bowles of Toronto.