Mucinex: Comeback Season

Elise Rodriguez, Emily Brown

Mucinex, a multi-symptom relief brand, partnered with TikTok influencers, showing people in the US what comebacks look like to increase share within the multi-symptom cold and flu category, and improve perceptions.

Campaign details

Brand: Mucinex Brand owner: Reckitt Entrant company: McCann, USAIdea creation: McCann New York Market: United States Sector: Non-prescription, OTC products Media channels: Social media, Sponsorship - event, Property Budget: Over 20 million

Executive summary

Cold and flu season: a time when people suffer through unwanted symptoms, but also when cold and flu brands thrive. Unfortunately, Mucinex’s long-established strength in congestion relief was limiting because people weren’t using the brand for other symptoms. However, if the brand could become associated with multi-symptom, those...

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