Mucinex approached us with an ambition to connect with a new, growing audience: Gen Z. They also found themselves stuck in their category — over-the-counter medicine — which admittedly has low consumer interest. Mucinex had a clear business challenge: the next generation of consumers favors progressive health and wellness solutions over traditional medicine. So, how could a long-standing cold & flu medicine position itself to build loyalty with a new audience?

Gen Z prioritizes their overall wellness over buying medicine and values the speed and convenience of shopping direct-to-consumer, so we introduced Sickwear— a first-of-its-kind, wellness inspired fashion capsule collection designed specifically to make you feel better when you have a cold or flu. We launched the merchandise with a shoppable, livestream fashion show (a first of its kind) that sparked pop culture moment for the brand and amplified reach and engagement with strategic, creator-led content creation.