Following years of success in the U.S., Reckitt wanted to introduce its Mucinex brand (and its anti-mascot, Mr. Mucus) to Canadians. To do this, we leaned into a more Canadian-tailored version of Mr. Mucus and unleashed him across Canada through a series of well-choreographed PR stunts, influencer appearances and social moments. The result? A disgustingly great Canadian reception for Mucinex.
