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Mucinex
Mucus Mania

RAN IN: United States

CLIENT
Reckitt


AGENCY
INSIDE IDEAS GROUP LTD *Lead Agency

Todd Landaker, Creative Director
Jennifer Monk, Account Director
Jon Seykora, Associate Creative Director
Justin Robbins, Copy Director
Brittany Durdin, Account Manager & Project Manager
Rohan Mitra, Strategist
Marissa Kircher, Social Media Manager & Community Manager
Danielle Sepulveres, Copywriter
Eric Wood, Design Lead
Cindy Cesarski, Senior Designer
Nicolas Diaz, Designer
Bethan McGarr, Designer


SUMMARY

15% of consumers switch to store-brand products during a recession. When the economy got sick, we needed to differentiate Mucinex from other OTC medicines and build brand love by connecting with Power Throughers: passionate and ambitious Gen Zs and Millennials. To earn their trust we created a handle for America's slimiest mascot, Mr. Mucus. By embracing the weird side of social media, we were able to win the hearts and minds of young Americans, garnering over 685M impressions, 245M engagements, and a 24% increase in sales.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid

Language: English