Mucinex Nightshift Launch
As the #1 doctor recommended OTC brand for daytime multi-symptom relief, Mucinex was excited to introduce the latest in nighttime cold and flu relief with the launch of new Mucinex Nightshift Cold & Flu: a powerful new solution for nighttime cold & flu sufferers everywhere, empowering them to fight their worst symptoms, sleep great, and wake up human.
With the launch of the #TooSickToBeSick challenge, Mucinex became the first OTC medication to partner with TikTok, demonstrating the brand’s commitment and willingness to fearlessly test new marketing innovations.
By creating a role for the brand on an emerging platform, leveraging the popular transformation-based challenge format, and enlisting content creators that are authentic to TikTok, Mucinex effectively delivered on its objectives of engaging a younger target and breaking through the sea of cold and flu category sameness.
The Results
Not only did Mucinex and TikTok lean into platform best practices to create a Zombie dance sensation in only nine days, the campaign also drove considerable business impact.
Over half a million creators joined in on the fun, resulting in almost six billion views. Significant lifts in ad recall, purchase intent, and brand favorability were all recorded.
5.8Bn
views
60.4%+
lift in ad recall
500k+
user-generated videos
#1 new product development ranking
Total Upper Respiratory Category