A member of the current FBG team was the client.

Advisors were recommending the tried and true. They suggested Mucinex position itself against competition as a remedy that lasted 12 hours. But so many other OTC remedies had relied on a similar positioning, so it would not stand out. A unique positioning was developed that went against the traditional, tried and true, recommendations. This positioning was simple. Mucus. This single-minded focus on thinning and loosening mucus allowed the consumer to treat their issue without specifically identifying the cause. Whether congestion was caused by a cold, flu, allergy or sinus infection, the common denominator was mucus. The Mr. Mucus character personified the issue in a compelling and memorable way, Consumers responded, and the result? Mucinex today is a $500 million brand.