Brief:
- Mucinex and Delsym, the cough medicine brands made by CPG giant Reckitt Benckiser, are rolling out holiday-themed video campaigns on social media as peak cold and flu season get underway, according to details shared with Mobile Marketer.
- Mucinex's #DitchTheMisery campaign includes an animated 60-second re-telling of "'Twas the Night Before Christmas" for its social channels such as Facebook, Instagram and YouTube starring its booger man mascot. Delsym debuted a video spot of less than 15 seconds showing a gingerbread man suffering from a cough on platforms like Instagram.
- The brands worked with McCann NY and McCann Health NY on the holiday-themed campaigns.
Insight:
The Mucinex and Delsym campaigns aim to reach audiences where they are spending more of their time, such as social media platforms like Instagram, all during the period of the year where cold and flu symptoms are on the rise.
Videos for each brand put spins on holiday staples, with Mucinex weaving a storybook-like narrative around "'Twas the Night Before Christmas" and Delsym imitating the stop-motion animation of classic Christmas movies, albeit with a darkly humorous edge.
Mucinex has been particularly active on social media this year with campaigns that seek to make the brand more culturally relevant. Those have included a Halloween-themed effort on TikTok, the social video app with 26.5 million users in the U.S., which generated 740 million views, PR Week reported. The #TooSickToBeSick branded hashtag challenge urged sharing among TikTok users, who posted videos to contrast their "Too Sick" suffering from a cold with the "So Sick" glamour of getting ready for Halloween festivities.
Mucinex followed that push with its #WakeUpHumanDebate live event for Mucinex Nightshift, its latest product offering. The brand hosted a mock debate among "zombies" who argued for the right to feel sick and the fictitious Center for Population Sickness. Mucinex hosted the debate in New York Cit's Oculus transit hub, and included appearances by actor Jason Biggs and its mascot, Mr. Mucus, Business Insider reported.
