MUCINEX® Changes the OTC Landscape By Going DTC

MUCINEX® DTC Launch Event: A LIVE Fashion Show Streamed on YouTube Featuring Top YouTube Influencers Live from their Bedrooms!
MUCINEX® is America’s #1 doctor recommended cough and cold brand that consumers trust to help improve their journey from sickness back to wellness. Typically, consumers have found relief with Mucinex by purchasing the product at drug, supermarket and mass merchandisers. However, when the COVID-19 pandemic hit, Mucinex elevated its brand purpose – “To Be A Helper” – by accelerating a new direct-to-consumer business model that made its products directly available to its customers during their time of need.
Taking a bold step for an OTC brand, Mucinex overhauled its website and leveraged its social channels to allow consumers to buy Mucinex products directly from the brand. To call attention to this pivot, Mucinex leveraged the power of social commerce and high-profile lifestyle influencers.
To build excitement for the direct-to-consumer launch, Mucinex collaborated with two high-end fashion designers to create Mucinex Sickwear™, a limited-edition clothing collection and wellness solution that helps consumers look good and feel better. The collection – which blended both art (fashion) and science (Mucinex) – served as the disruptive announcement that drove consumers to the new DTC site on launch day.
On launch day, Mucinex utilized YouTube to create excitement for its new DTC platform by hosting the category’s first live-streamed fashion show featuring top influencers modeling the new Sickwear capsule collection while speaking to the designers, Steven Allen and Christina Viviani.
During the one-hour streaming live show, sales of Mucinex products and Sickwear on the new DTC platform skyrocketed with the collection selling out in less than 24 hours and Mucinex product sales increasing over 235% in one day (vs. YA). The launch generated more than 95 million earned media impressions, including placements in WWD, Business Insider and Ad Age. Daily traffic on Mucinex.com increased by 162% and time spent on the site increased by 44%. Videos from seven influencers generated 325,000 total views, with additional social content driving 576,543 impressions and 112,697 engagements.