Novartis may be running my very favorite marketing campaign ever.

Foul Taste Is Part of the Cure

When drug makers come out with new cough medicines, they typically tout characteristics such as extra strength or improved flavor. But when Novartis starts marketing a Canadian cough mixture in the U.S. today, it will focus on a different feature that it hopes will help the product stand out from the crowd: the medicine's foul taste.

Made from camphor, pine needle oil, menthol and Canadian fir balsam gum, Buckley's Cough Mixture has been available since 1919 in Canada, where it has become what Novartis calls the country's "best-selling and worst-tasting" cough medicine. It doesn't contain sugar or alcohol, which other ...

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