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...