• Situation - With brand closeness and brand desire growing stagnant, the Buckley's brand needed an advertising rejuvenation to maintain the loyalty of existing users and gain traction with non-users.

• Brief - Rejuvenate an iconic Canadian brand while ensuring that loyal users are not alienated in the process. It was critical that the brand be nurtured to grow and evolve while not damaging its essence or equity. Develop a new creative construct that drive brand desire and consideration, consumption and Brand Used Most Often metrics.

• Objectives -

1. Close the $ share-of-market gap (-12.5 pts) between perennial #1 Benylin

2. Drive brand consideration by improving brand closeness

Laughter - A visibly sick woman sits in front of her vanity mirror trying to laugh away her sickness. A VO narrates: Maybe laughter isn't the best medicine. A bottle of Buckley's drops from the sky and lands beside her with a thud.

• From September 1, 2023 to December 31, 2023 Buckley’s Syrup was the fastest growing brand in the Adults Liquids segment with dollar sales growth vs. the same period in 2022 of 28%. Over the same period, overall sales in liquids segment declined 4% and the next fastest growing competitor grew by only +11%.

• $Share of market grew 5.3 points from 16.0% to 21.3% over the same period. This volume and share growth was driven by a 15% increase in Past 12 Month usage and a 23% jump in brand used most often (from 13-16)

• Brand closeness was up 4.5% surpassing our nearest competitor for the first time in four years.

• And finally, Branded Attention at 16% was almost double the nearest competitor (8%).

• With a 73% video completion rate and double (2x) the engagement rate versus health and wellness category benchmarks.