{"id":28,"date":"2011-10-09T03:42:08","date_gmt":"2011-10-09T10:42:08","guid":{"rendered":"https:\/\/blogs.ubc.ca\/raeannelee\/?p=28"},"modified":"2011-11-01T12:17:35","modified_gmt":"2011-11-01T19:17:35","slug":"28","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/raeannelee\/2011\/10\/09\/28\/","title":{"rendered":"Bad Taste Good Marketing"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/TeVQxuTwduI\" frameborder=\"0\" width=\"420\" height=\"315\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>When first seeing the advertisement for <a href=\"http:\/\/buckleys.com\/index.html\">Buckley&#8217;s Cough Syrup<\/a>, I was struck by it&#8217;s frank and direct nature. Not being from Canada, I was unfamiliar with the Canadian brand and its advertising technique in using the slogan &#8220;It Tastes Awful. And It Works.&#8221;, but when first seeing their commercial on TV, I was immediately intrigued by their ingenious marketing strategy.<\/p>\n<p>This unique marketing campaign is able to effectively <a href=\"http:\/\/www.quickmba.com\/marketing\/ries-trout\/positioning\/\">position<\/a> itself into the mind of the consumer using a variety of shocking slogans such as:<a href=\"http:\/\/www.buckleys.com\/images\/p_ad.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"http:\/\/www.buckleys.com\/images\/p_ad.jpg\" alt=\"\" width=\"302\" height=\"232\" \/><\/a><\/p>\n<ul>\n<li>People swear by it. And at it.<\/li>\n<li>How bad does it taste? That depends. How bad is your cough?<\/li>\n<li>Since 1919, we&#8217;ve been leaving Canadians with a bad taste in their mouths.<\/li>\n<\/ul>\n<p>It is very different from other cough syrup brands like Dimetapp and Robitussin which market themselves by only focusing on the effectiveness of their products, while ignoring the universally known truth- cough syrups taste unpleasant. By embracing the nature of cough syrup, consumers are more liable to believe Buckley&#8217;s more positive claims. The psychological thought process of the consumer goes: &#8220;Well if they&#8217;re that brutally honest about the taste, why would they lie about it working?&#8221; Whether it is actually any more effective than other brands cough syrups is inconsequential- this marketing campaign renders the Buckley&#8217;s brand name extremely memorable, as I know from firsthand experience.<\/p>\n<p>Sources:<\/p>\n<p><a href=\"http:\/\/buckleys.com\/index.html\">http:\/\/buckleys.com\/index.html<\/a><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=TeVQxuTwduI\">https:\/\/www.youtube.com\/watch?v=TeVQxuTwduI<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; When first seeing the advertisement for Buckley&#8217;s Cough Syrup, I was struck by it&#8217;s frank and direct nature. Not being from Canada, I was unfamiliar with the Canadian brand and its advertising technique in using the slogan &#8220;It Tastes Awful. And It Works.&#8221;, but when first seeing their commercial on TV, I was immediately [&hellip;]<\/p>\n","protected":false},"author":8083,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-28","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/posts\/28","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/users\/8083"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/comments?post=28"}],"version-history":[{"count":7,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/posts\/28\/revisions"}],"predecessor-version":[{"id":32,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/posts\/28\/revisions\/32"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/media?parent=28"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/categories?post=28"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/raeannelee\/wp-json\/wp\/v2\/tags?post=28"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}