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Buckley Launching $2.1 Mil. Cough Syrup Ad Campaign In November

This article was originally published in The Tan Sheet

Executive Summary

W.K. Buckley, the Canadian cough syrup maker, is breaking a $2.1 mil. North American advertising campaign in November. The ads for the 80-year-old Buckley's Mixture Cough Suppressant liquid will continue to use the firm's trademark tagline, "It tastes awful. And it works," highlighting the product's bad taste as part and parcel of its effectiveness.

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Novartis & W.K. Buckley

Novartis is "currently evaluating the opportunity of expanding" Buckley's cough/cold line in U.S. in wake of marketing, distribution deal between the two companies. Toronto-based firm's top-selling Buckley's Mixture cough syrup trades on its "tastes awful and it works" claim and has been sold in U.S. since 1930s; firm launched a $2.1 mil. North American ad campaign three years ago (1"The Tan Sheet" Aug. 16, 1999, p. 5). Buckley's line rounds out Novartis' Canadian cough/cold offerings, which include Triaminic syrups for children, NeoCitran hot liquid powder, Otrivin nasal spray. Companies announced "innovative" agreement Nov. 15 that provides Novartis with "exclusive and indefinite rights to sales, marketing and distribution of Buckley's products throughout the world," according to Novartis...

Novartis & W.K. Buckley

Novartis is "currently evaluating the opportunity of expanding" Buckley's cough/cold line in U.S. in wake of marketing, distribution deal between the two companies. Toronto-based firm's top-selling Buckley's Mixture cough syrup trades on its "tastes awful and it works" claim and has been sold in U.S. since 1930s; firm launched a $2.1 mil. North American ad campaign three years ago (1"The Tan Sheet" Aug. 16, 1999, p. 5). Buckley's line rounds out Novartis' Canadian cough/cold offerings, which include Triaminic syrups for children, NeoCitran hot liquid powder, Otrivin nasal spray. Companies announced "innovative" agreement Nov. 15 that provides Novartis with "exclusive and indefinite rights to sales, marketing and distribution of Buckley's products throughout the world," according to Novartis...

Novartis & W.K. Buckley

Novartis is "currently evaluating the opportunity of expanding" Buckley's cough/cold line in U.S. in wake of marketing, distribution deal between the two companies. Toronto-based firm's top-selling Buckley's Mixture cough syrup trades on its "tastes awful and it works" claim and has been sold in U.S. since 1930s; firm launched a $2.1 mil. North American ad campaign three years ago (1"The Tan Sheet" Aug. 16, 1999, p. 5). Buckley's line rounds out Novartis' Canadian cough/cold offerings, which include Triaminic syrups for children, NeoCitran hot liquid powder, Otrivin nasal spray. Companies announced "innovative" agreement Nov. 15 that provides Novartis with "exclusive and indefinite rights to sales, marketing and distribution of Buckley's products throughout the world," according to Novartis...

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