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.
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:
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