Campaign details
Brand: MucinexAgency: McCann Health New York
Campaign Summary
We successfully launched Mucinex Nightshift into a fragmented and competitive category by engaging a younger consumer and stealing share from a dominant leader.
We accomplished this by delivering on an unmet need and bringing a universal insight to life: the desire to wake up feeling refreshed, not groggy, the morning after fighting cold/flu.
In humanizing our benefit with "un-dead" humor, we created a relatable and recognizable new icon—significantly increasing brand sales and growing share in the market segment driving category growth. In the process, we became the...