Novartis boasts of cough syrup's bad taste

11/5/2007 | Wall Street Journal, The

Novartis is launching an unusual advertising campaign for Buckley's Cough Mixture that promotes the medicine's foul taste as an indication of effectiveness. Television, print, radio and Internet ads for the drug will appear with the tagline "It Tastes Awful. And it Works." It is aimed at people who "don't really care about taste," says Jose Rodriguez, vice president of marketing for Novartis OTC North America.

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