Why Buckley's Bad Taste Campaign worked

Buckley’s: a century-old, over-the-counter drug manufacturer.

A Canadian pharmacist in the 1920s discovered a remarkable mixture: Buckley’s Original Mixture. It was an effective— if unpleasant— cold and flu remedy. William Buckley used the emerging radio and print media to develop a competitive advertising edge.

Buckley was ahead of his time, using concise, competent copy to market his product. However, his competition caught up in the 1960s. By the 1970s, Buckley’s was nothing special compared to the dozen other cough cures.

How do you stand out in a saturated market?

Frank Buckley, William Buckley’s son, became the president and spokesperson of the company in the 1980s. Being an honest man like his father, Frank returned to the basics.

What defines Buckley’s original mixture? Terrible taste and tremendous results.

Thus launched the “It tastes awful. And it works” campaign!

Some of my favorite print ads include:

“People swear by it. And at it.”

“Everything you want in a cough remedy. And nothing you want it taste.”

“Tastes like a hockey puck. Feels like victory.”

Frank Buckley proudly stood by this slogan. He even appeared in television ads saying, “I wake up with nightmares that someone gives me a taste of my own medicine.”

You have a funny slogan. But does it work?

Funny enough, yes! The bad taste campaign increased Bucklet’s market share by over 10% and won several awards.

Why does it work?

The bad taste campaign uses a very clever and underused psychological tactic called “admitting a flaw.” If you are willing to admit something negative, then you must be honest. So, your other claims must also be truthful.

It’s unpleasant but effective.

It might come off as abrasive and put some people off. But here is my opinion: medicine tastes like medicine. It’s already abrasive.

How can we use similar methods?

The bad taste campaign is a tough needle to thread. It takes advantage of a unique selling point, delivers it via humor, and contributes to the overall brand. Like the product itself, it is a unique mixture.

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