The OTC industry has undergone massive growth, disruption and clutter, with new brands constantly appearing on shelves to help consumers feel better. 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.
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. To bring Sickwear to life, we partnered with fashion designers that could win over GenZ with authenticity and style. We tapped Steven Alan and The Great Eros’ Christina Viviani to design a limited edition capsule collection anchored in classic silhouettes, but infused with innovations like antimicrobial fabrics, tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks.
The Zzzimono is an antimicrobial washable silk jacket, complete with a detachable neck pillow and designated pockets to keep clean and used tissues sorted. The Feel Good Hoodie is equipped with aromatherapy-enhanced sleeves and a nap-anywhere hoodie that doubles as a pillow to help recharge and relax. The Slumpsuit is a one-piece jumpsuit designed with comfort and convenience in mind, featuring front and waist zippers.
But how do you launch a new fashion line from an OTC cold and flu brand? 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 behind-the-scenes designer documentary and influencers sharing unboxings and sick “routines.” At the live-stream launch, fans interacted with the YouTubers coordinated across 6 remote locations in a live Q&A, where real-time inventory updates shaped the conversation. Viewers could not only watch, chat and interact, but also instantly buy the collection from a new Mucinex DTC website. Orders were packed and shipped to consumers’ doorsteps within 24 hours to ensure immediate relief from their maladies.
At the time of launch, live-stream commerce was still in its infancy in the U.S., and TikTok and other platforms did not have the native integrations they have today. We chose Youtube because of its immense reach and engagement among our target audience, as well as its ability to integrate into our technical and eCommerce needs.
The campaign resulted in the largest single-day DTC eCommerce sales in Mucinex.com history — a 500% increase. The Sickwear line sold out in less than 24 hours after over 13,000 livestream viewers watched our “fashion show.” We achieved over 17,000 clicks to Mucinex’s YouTube channel. The new collection garnered over 91 million impressions with earned media from folks like WWD, TrendHunter, Business Insider. Sickwear was named one of W Magazine's Wildest Collaborations of 2020, appearing alongside brands like Gucci, Peloton x Beyonce, Crocs x Justin Bieber, and more. On top of it all, the Sickwear launch landed on Contagious Magazine’s World’s Best Creative for 2021.
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.
