Robitussin
Brand Boost & Integrated Campaign
The Challenge: Make Robitussin 12 Hour cough relief stand out from the monotonous crowd of parity cough syrups.
Concept: Present Robitussin as the 12-hr mute button that will cut off even the most persistent, pushy, and demanding of coughs.
Packaging Refresh
To make Robitussin stand out among cough syrups, a packaging redesign was essential.
Instagram Story Ads
Print Ads
Half-pages with $3-off coupons are already a part of Robitussin media spend, encouraging customers to give Robitussin a try.
End-Aisle Displays & Merchandise
Placed in grocery and drug stores during flu season, these would feature Robitussin + eye catching “leave me alone so I can get better” merchandise.
In-Box Stickers
Product boxes contain a collectable vinyl sticker with a code on the back paper that's redeemed for a free piece of merch from fucough.com.
Microsite: Fucough.com
Customers can redeem their code for free merch, check out the whole collection, and get 12-hour cough relief all in one spot.
Role
Ideation / Art Direction / Design / Copywriting
Awards
2021 ADDYs Judges Choice / (4) Silver Student ADDYs for Packaging, Magazine Advertising Campaign, Social Media Campaign, Integrated Advertising Consumer Campaign / Bronze Student ADDY for Copywriting