Today marks the start of an Ontario ad campaign for a heat-producing topical analgesic product by W.K. Buckley.

Buckley’s Pain Relief Rub, which will be rolled out nationally in the fall if it succeeds in Ontario, is targeted at sufferers of chronic aches and pains in the 55-plus age range.

David Rieger, Buckley’s director of sales and marketing, says the product, known in the trade as a hot topical analgesic, is being positioned as a remedy for the discomfort caused by arthritis, rheumatism, bursitis, backache, tendentious sore joints and muscle strains.

Buckley ad agency Bensimon Byrne, of Toronto, has created a radio and outdoor ad campaign that positions the product against the seniors market with the tagline ‘It’s new. Because you’re not.’

The radio spots are narrated by company president and pitchman Frank Buckley. In one of the spots, Buckley reveals he is 74 years old and speaks knowingly of the aches and pains brought on by advancing age.

Canadians spent more than $28 million on topical analgesics in 1994, according to Nielsen Marketing Research.

Rieger says Buckley, a small Canadian manufacturer best known for its Buckley’s Mixture cough remedy, had explored the possibility of developing a cold topical analgesic, but decided against it.

Rieger says the company researched the market and discovered users of the cold topical analgesics tend to be ‘light’ users, typically treating short-term sports injuries, while users of hot topical analgesics were ‘heavy users’ treating chronic pains.

Rieger says Buckley’s wants to be where the action is, adding, ‘We’re looking at being more of a constant than a fad.’