BACKGROUND

COLD AND FLU MEDICINE IS AN EXTREMELY COMPETITIVE CATEGORY AND IT CAN BE DIFFICULT FOR BRANDS TO BUILD CONNECTIONS WITH CONSUMERS. ON AMAZON, WHERE, AT THE TIME, ALL PRODUCTS WERE DISPLAYED ALMOST IDENTICALLY WITHOUT MUCH TO SET THEM APART, IT WAS VERY DIFFICULT TO STAND OUT. OUR CLIENT, RECKITT, WANTED A GREAT AND DISRUPTIVE IDEA SO MUCINEX WOULD DO EXACTLY THAT.

CHALLENGE

OUR TEAM CAME UP WITH THE IDEA OF BRINGING A 3D-ANIMATED MR. MUCUS TO LIFE IN THE ORGANIC AMAZON FEED, WHERE MUCINEX’S NOTORIOUS MASCOT WOULD APPEAR TRYING TO HIDE THE PRODUCT FROM THE VIEW OF CURIOUS CONSUMERS.

RESULTS

THE IDEA WAS A GLOBAL SUCCESS AND MUCINEX SAW 50% GROWTH. UNFORTUNATELY FOR MR. MUCUS, HIS ATTEMPTS TO HIDE MUCINEX HAD THE EXACT OPPOSITE EFFECT BY MAKING MUCINEX JUMP OFF THE PAGE AND MAKING IT THE MOST VISIBLE PRODUCT ON AMAZON’S FEED.