Mucus Mania

15% of consumers switch to store-brand products during a recession. When the economy got sick, we needed to differentiate Mucinex from other OTC medicines and build brand love by connecting with Gen Z – a new demographic with increased purchasing potential.

To sidestep legal barriers, we created a handle for America’s slimiest mascot and went all in on AI to get down with the sickness on social. By embracing emerging tech, we were able to create thumb-stopping content on every platform at blistering speed and scale. When our viral content ‘infected’ the entire internet, Gen Z caught mucus fever.