The Background

On top (but not top of mind)

Mucinex launched into the cold and flu category in 2004, quickly establishing leadership in the congestion segment. When its patent expired in 2014, the brand repositioned and transformed from a product known for just mucus into something that does more.

A new, kick-ass attitude rallied fighters to stop taking sick lying down and end the misery of sickness. Mucinex was served up as the ultimate cold and flu fighting weapon. And it was done with humor, with an icon reborn—Mr. Mucus was ejected from your chest and into the real world, where the walking, talking ball of mucus embodied the misery sickness brings to your life.

Everything was heading in the right direction. Except for one thing…

The Problem