BAD TASTE FROM BUCKLEY'S SERVED ACROSS NORTH AMERICA
By Adnews Staff
W.K. Buckley Ltd. of Mississauga, Ontario is spending $2.1 million to ask North Americans to send in a photo of their worst facial expression while taking its cough syrup for a chance to win a cash prize of $500. The contest is part of the company's new North American advertising campaign running in The National Enquirer. The winner will have their picture published in the February 1, 2000 issue of the magazine in addition to winning the cash prize. Print ads will also be running in the U.S. Chain Drug Review magazine, the first time Buckley has used print ads in the U.S. Another first is the use of television advertising in the U.S. market. Ten-second television spots will be seen on shows including Jeopardy, The Price is Right, Wheel of Fortune, Hollywood Squares and Live with Regis & Kathie Lee. In Canada the television spots will run on specialty channels including WTN, Life and The Comedy Network. A national radio campaign will feature Frank Buckley for the second year in a row. Advertising for W.K. Buckley is done by Publicis SMW of Toronto. Media buying in the U.S. was handled by Frees Media, Inc. of Springfield, NJ, while in Canada Toronto-based Media Dimensions Ltd. managed the account. In addition to advertising, Buckley's products will also be promoted through product placement on television shows including Traders, Party of Five, The City, Felicity, E.R., Seventh Heaven and X-Files. The advertising campaign will run throughout the cough and cold season.