MUCINEX® Changes the OTC Landscape By Going DTC

Mucinex, a cold and flu medicine, produced its own line of clothing and held a live fashion show on YouTube to provide comfort to people when they're feeling unwell in order to increase online sales.

Campaign details

Brand: MucinexAdvertiser: Reckitt BenckiserAgency: Barbarian, m ss ng p eces, and Legend

Situational Analysis

MUCINEX® DTC Launch Event: A LIVE Fashion Show Streamed on YouTube Featuring Top YouTube Influencers Live from their Bedrooms!

MUCINEX® is America's #1 doctor recommended cough and cold brand that consumers trust to help improve their journey from sickness back to wellness. Typically, consumers have found relief with Mucinex by purchasing the product at drug, supermarket and mass merchandisers. However, when the COVID-19 pandemic hit, Mucinex elevated its brand purpose – "To Be A Helper" – by accelerating a...

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