For years, Buckley’s Cough Mixture, made in Canada since 1919, has been highlighting the fact their cough syrup tastes awful, but it works. The company embraced its one weakness in all of its communications, and in turn, made that weakness a messaging strength. When it entered the US market, Buckley’s could have altered its approach to compete with the major multi-nationals, but it held true to its brand message, and carved out a successful market for the product. Even in recent years, the company’s foray into online and social media marketing vehicles has included the “what did you expect it to taste like” positioning. The Buckley’s experience is positive proof that truth in advertising, when crafted properly can help establish the brand in the consumer’s mind.