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
lynn.kenney@rb.com
McCann - Susan Irwin
(646) 865-3004
susan.irwin@mccann.com
Porter Novelli –
Jenny Hepworth
(214) 402-3953
Jenny.hepworth@porternovelli.com
SOURCE RB