CLIENT
Reckitt Benckiser
Gregory Chabidon, Chief Marketing Officer
Emma Howe, Marketing Director
Brian Dolan, Senior Brand Manager
AGENCY
Gregory Chabidon, Chief Marketing Officer
Emma Howe, Marketing Director
Brian Dolan, Senior Brand Manager
McCann Health New York
Tom Murphy, Chief Creative Officer
Lee Maicon, Chief Strategy Officer
Adam Koehler, ACD/ Writer
Geoff Bentz, GCD/writer
Mikey Harmon, Associate Creative Director, Art
Nic Howell, GCD/Art
Nathy Aviram, Chief Production Officer
Alexis Mead, Senior Producer
Rob Reilly, Global Chief Creative Officer
DeVries Global
DNA Communications
Zulay Tomasiello, Group Strategy Director
Leo Tarkovsky, President
Elissa Aguirre, VP, Strategy Director
John Danbeck, SVP, Group Account Director
Erica Yahr, Executive Strategy Director
Jessica Yin, Experience Strategy Director
Claire Hogan, Account Director
Lauren Galasso, Account Supervisor
Aegis Innov8
SUMMARY
Each cold/flu season Mucinex fights to regain attention. But with top-of-mind awareness stalled and national consideration shifting to something totally unrelated to sickness—The Big Game—we needed to shake things up. To refocus people on real sickness, we leveraged an insight about faking sick the day after the game. Super Sick Monday was the result. It inserted Mucinex into the national big game conversation, helped us own the Monday after and sparked a phenomenon. Within a week we generated 1+ billion impressions and nearly doubled our TOM awareness.
