MUCINEX

RELIEF
STARTS
WITH A
KICK

BACKGROUND

After 2 previous launches failed to meet expectations, Mucinex wanted to take a different approach to how they positioned their menthol-infused products– beyond just relaunching the products with iteration #3 of the product packaging. We needed to build out a disruptive new platform for Mucinex Fast-Max. So, we created a brand new occasion that Mucinex could own, and then built out a bold and disruptive platform to support this unique moment.

THE WORK

WHAT WE DID
PROJECT MANAGEMENT
RESEARCH AND INSIGHTS
PORTFOLIO ARCHITECTURE
CREATIVE DIRECTION
2D AND 3D PACKAGING DESIGN
NEW PRODUCT DEVELOPMENT INNOVATION
DESIGN STRATEGY
BRAND WORLD
SALES ENABLEMENT
360 ACTIVATION STRATEGIES

When we’re sick, mornings hit different. We have to get up and get moving despite the symptoms, the fog, and the grog making the whole experience pretty miserable. When a sick day spent resting in bed isn’t an option, we need something that delivers powerful relief, fast for a much-needed morning boost.

Rather than introducing more daytime products without any unique selling points to an already crowded category, we instead utilized our insights to create sought to carve out a unique space for Mucinex to own. Based on our insights, those miserable sick mornings a uniquely positioned platform of solutions for a specific miserable moment in the consumer sick journey– The Morning Occasion.

Introducing, KICKSTART. Kickstart offers our target demographic the same morning kick they’re looking for in a product to start their day.

RELIEF STARTS WITH A KICK KEY VISUAL
Kickstart Imagery
Previous
Previous

THE HAPPY FAM COLLECTION

Next
Next

BIOFREEZE Brand Development