Many of you may not have heard of a cough syrup called Buckley's. The brand is well known for being quite effective, yet tasting terrible. Absolutely no innovation has been done since its creation and the Canadian product is pushing into the U.S. with an interesting, yet honestly brilliant campaign. While on espn, i saw a redirect to the myspace page where they are promoting consumers to contribute exactly how awful it tastes with their best after-consumption shots. There is also a battle of "Buckley" faces between towns in Illinois and Washington.
Brilliant not for getting consumers involved nor creating contests between towns nor letting people be 'friends' with Buckleys. Brilliant for acknowledging that the product, tastes like crap and using the natural human behaviorial response as the platform. If more brands would acknowledge where they sit in consumer's minds and hearts, the world would be a better place. Awfully good ad eh?