Mucinex: #SuperSickMonday

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

Campaign details

Advertiser: Reckitt BenckiserBrand: MucinexAgency: McCann New YorkCountry: United States

Objectives

On top (not top of mind)

Mucinex's patents expired in 2014 and sales started slumping, it repositioned from a product known for mucus into something that does more.

A kick-ass attitude rallied fighters to stop taking sick lying down and ditch the misery of sickness. Mucinex became the ultimate symptom-fighting weapon. And it was done with humor, through an icon reborn: Mr. Mucus was ejected from your chest and into the real world, where he embodied the misery sickness brings to...

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