Cannes Lions

Sickwear™: Introducing the Art + Science of Feeling Better

BARBARIAN , New York / MUCINEX® / 2021

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Overview

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Credits

Overview

Background

Mucinex® is a leading OTC Cough and Cold medicine, but operates in a hyper-traditional category for brand experience and with limited product evolution. While Mr. Mucus had been a notable figure for the brand, they needed to innovate in different areas in order to attract a younger audience and evolve the brand to join the modern health & wellness industry. The industry has undergone massive growth and disruption, with new brands constantly cropping up to help us look and feel good. But according to the Global Wellness Institute, “wellness” began to be synonymous with Personal Care, Beauty & Anti-Aging, and Healthy Eating. Our objective was to introduce Mucinex to a new generation, a generation with a strong bullshit sensor, a preference for self-care and wellness over doctors and medicine, and a discriminating sense of style.

Idea

We combined the scientific power of Mucinex with the artistic power of established designers to create a fashion line designed with intelligent features that help you feel better during cold and flu season.

Introducing Sickwear™—a first-of-its-kind capsule collection that brings together the art and science of feeling better. Leaning into the insight that looking good can help you feel better. Sickwear™ is a six-piece gender-neutral capsule collection that helps you look and feel better during cold and flu.

We debuted Sickwear with a category-first shoppable live-stream fashion show, with top YouTube influencers as models, turning their homes into runways. The launch was promoted with teasers, a designer making-of-documentary, and influencers sharing their unboxing and sick day routines.

Strategy

Mucinex is known for using science to create medicine that makes you feel better, but there are other less scientific ways to get symptom relief. We combined the science power of Mucinex with the artistic power of established designers to create a fashion line that helps you to feel better.

Our goal was to disrupt fashion and wellness with innovation, through the art & science of Mucinex Sickwear. To launch this category-disruptive initiative, Mucinex® connected with consumers in real-time unveiling the limited edition Sickwear™ capsule collection via social commerce livestreamed on YouTube and featuring the collection on the brand’s direct-to-consumer website.

Execution

Made in collaboration with fashion designers Steven Alan and The Great Eros’ Christina Viviani, Sickwear is a unisex collection anchored in classic silhouettes, but infused with innovations like antimicrobial fabrics, tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks, all made with sustainable materials in every piece—from the ZZZimono, the Feel Good Hoodie, to the Slumpsuit.

We debuted Sickwear with a category-first shoppable livestream fashion show, orchestrated from our designers’ and influencer models’ homes. We drove fans to the fashion show using our lifestyle influencers channels. Fans interacted with the YouTubers in a live Q&A, where real-time inventory updates shaped the conversation, and viewers could not only watch, chat and interact, but instantly buy the collection from a new Mucinex DTC website. Purchases were then delivered to doorsteps in 24 hours!

Outcome

Sickwear sold out in less than 24 hours after 13,000 livestream viewers.

Fans interacted with the YouTubers in a live Q&A, where real-time inventory updates shaped the conversation, and viewers could not only watch, chat and interact, but instantly buy the collection from a new Mucinex DTC website.

The campaign resulted in the largest single-day DTC eCommerce sales in Mucinex.com history—a 500% increase. The new collection also garnered 91 million impressions with earned media from folks like WWD, TrendHunter, Business Insider and was named one of W Magazine's Wildest Collaborations of 2020—alongside brands like Gucci, Peloton x Beyonce, Crocs x Justin Bieber, and more.

We didn’t just help Mucinex appeal to a new generation, we launched an entirely new category in fashion, created a pop culture moment, and transformed Mucinex from healthcare into a holistic wellness lifestyle brand.

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2021, MUCINEX®

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