As part of a promotion for Nyquil's 30th anniversary, Procter & Gamble Co. next month will launch a TV and radio campaign that features a mystery celebrity reciting the well-known mantra.
The ads are one element of the overall $30 million cough/cold season push for the brand.
The ads featuring the mystery celebrity will prompt consumers to call a toll-free number, where they can choose among three different celebrities.
Callers who accurately identify the celeb become eligible for a grand-prize drawing for a $30,000 trip anywhere in the world.
MacManus Group agencies will handle the integrated marketing campaign. D'Arcy Masius Benton & Bowles, New York, the Nyquil agency, will create the ads, with Clarion Marketing & Communications, Greenwich, Conn., coordinating the promotional aspect.
Bromley, Aguilar & Associates, San Antonio, Texas, will handle ads targeted to Hispanic consumers.