BUILDING A DISRUPTIVE NEW PLATFORM: MUCINEX FAST-MAX KICKSTART
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. 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 INSIGHT
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.
THE OCCASION
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.
THE BIG IDEA
Introducing, KICKSTART. Kickstart offers our target demographic the same morning kick they’re looking for in a product to start their day.
