The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 13th Annual Shorty Awards

MUCINEX® DISRUPTS THE OTC LANDSCAPE BY GOING DTC | Launching with Live-Streamed YouTube Fashion Show

Finalist in YouTube

Bronze Honor in Pharma & Healthcare

Entered in Online Event/Activation, Live Streaming Video


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 new direct-to-consumer business model that made its and cold flu remedies more directly available to its customers during their time of need. 

Taking a bold step for an OTC brand, Mucinex overhauled its website and leveraged its social channels to allow consumers to buy Mucinex products directly from the brand. The overall objective of the campaign was to extend the brand’s purpose of “being a helper” by establishing the category and brand’s first direct-to-consumer business model.

Strategy and Execution

Mucinex created its first social commerce “moment” by hosting a live-streamed social commerce fashion show on YouTube featuring high profile lifestyle YouTubers to call attention to the brand’s new direct-to-consumer selling platform. To build excitement for the direct-to-consumer launch, Mucinex collaborated with two high-end fashion designers to create Mucinex Sickwear™, a limited-edition capsule clothing collection and wellness solution that helps consumers look good and feel better. The news of this innovative capsule collection – which blended both the art (fashion) and science (Mucinex) of the brand – served as the disruptive announcement driving consumers to the new DTC site on launch day. Mucinex brought this to life through the execution of the brand’s first DTC launch campaign, which included the following elements: 


On launch day, MUCINEX proved that it could extend its purpose of “being a helper” and become more than just a typical cold and flu remedy for consumers during their times of need. Results included:



Web Traffic:



Video for MUCINEX® DISRUPTS THE OTC LANDSCAPE BY GOING DTC | Launching with Live-Streamed YouTube Fashion Show

Entrant Company / Organization Name

Legend, Barbarian, Danielle Levitt, m ss ng p eces, and Mike Woods, RB/Mucinex


Entry Credits