Mucinex Gets a New Attitude

PARSIPPANY, N.J., Oct. 13, 2014 /PRNewswire/ -- RB, the leader in home, health and personal care, and one of its most popular consumer health brands, Mucinex, today announced a new integrated marketing campaign, "Let's End This," created to be a rallying cry for those ready to give cold and flu a taste of its own medicine. This is the brand's first new campaign since the long-running "Mucinex In. Mucus Out." began ten years ago.

The campaign launched on Oct. 13, just in time for the arrival of cold and flu season. Through this campaign, Mucinex is telling American consumers it's time to stop taking cold and flu lying down.

"Up until now, the cold and flu category has portrayed sufferers as passive, curled up and miserable.  Mucinex wants to turn that notion on its head. It's time for sufferers fight back and kick cold and flu to the curb," said Shivanthi Vannan, Marketing Director, Healthcare at RB.

In addition to this new attitude, Mucinex's familiar advertising character will be significantly evolved. Up until now the character has lived as a 2D cartoon in sufferers' chests and represented congestion.  Now the character will come out into the real world and flaunt the many ways he provokes misery. He will interact with real people in real world situations. He has also been given a new voice.   

"This guy has the distinction of being one of the most recognized but least liked ad characters in the world.  In other words, he is a huge asset to Mucinex. We're going to use him in much more relatable ways and make him the snotty little anti-hero you love to hate," said Tom Murphy, Chief Creative Officer at McCann New York.

McCann New York, Mucinex's advertising agency of record since May 2014, will be leading the campaign for RB. The campaign will kick off with a teaser TV spot and native content on Buzzfeed and Huffington Post, designed to seed the new attitude. New TV, print, social and digital executions will continue to be released throughout the cold and flu season.

For more information, please visit www.rb.com.

About RB:

RB (formerly called Reckitt Benckiser) is the world's leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No. 1 or No. 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands of Mucinex, Durex, Scholl, Lysol, Veet, Finish, Air Wick, French's, Nurofen, Strepsils, Gaviscon, Dettol, Harpic, Bang, Mortein, Vanish and Calgon. At the start of 2014 RB had 43% of its core revenues coming from its 2 emerging market Areas and 57% from its developed market Area; 72% of core revenues came from the health and hygiene categories of the portfolio.

Fuelled by a new breed of talent who blend intellectual curiosity with commitment to the highest quality standards, RB is set to redefine the world of consumer health and hygiene. RB people and its culture are at the heart of the company's success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company is targeting a 1/3 reduction in water impact, 1/3 reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. It is also the Save the Children charity's largest FMCG global partner, with a new partnership vision to radically reduce the world's second biggest killer of under-fives, diarrhea. Overall RB wants to reach 200 million people to improve their health and hygiene behavior.  

For more information, visit www.rb.com.
*RB is the trading name of Reckitt Benckiser group of companies

About McCann:

McCann Worldgroup is a leading global marketing services company with 23,000 employees in more than 120 countries, comprising McCann Erickson (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).

Media Contacts:

RB - Lynn Kenney                                                                     
Communication Director, North America                          
(973) 404-2494                                                               
[email protected]    

McCann - Susan Irwin
(646) 865-3004 
[email protected]

Porter Novelli – Jenny Hepworth
(214) 402-3953 
[email protected]    

SOURCE RB