One of a selection of 30-second television commercial scripts...   Click on image for larger version.

Objective: To introduce a product, which has high profile in most of the world, to the Canadian market

Strategic considerations: The product has a very strong flavour and provides very powerful cough relief. It also has a name that lends itself to double entendre.

Resulting creative strategy: Communicate the true history of the product's development to underscore its effectiveness, using a play on the name to create memorability.

Fisherman's Friend