Buckley's: Let's Talk Mucous
Saatchi & Saatchi
Section I — Basic information
Business Results Period (Consecutive Months): | September 2010 -March 2011 |
Start of Advertising/Communication Effort: | September 12, 2010 |
Base Period as a Benchmark: | September 2009 -March 2010 |
Section II — Situation analysis
a) Overall Assessment
Buckley's has a long and colourful history of being able to present something unpalatable in an endearingly successful way. This is the story of how we were able to use the power of the Buckley's equity to successfully introduce a new liquids variant, Buckley's Mucous and Phlegm, regain lost users, and grow the liquids business....