Buckley's is a storied Canadian brand. But, in the hyper-competitive world of cold and flu medicines, it is one that is vulnerable to short-term strategic thinking to drive seasonal sales. Happily, after several years of moving away from their key message of 'it tastes awful and it works', we were able to bring the brand back to some key principles, grounded in smart, tell-it-like-it-is straight talk. Now, whenever we run a TV spot, 7 second pre-roll ad or a billboard, sales go up. Which makes us all feel better.

Awards: Cassies Bronze, Strategy Awards Bronze