Dive Temporary:
- Mr. Mucus, the ill-mannered Mucinex mascot, has landed on relationship app Tinder to advertise the model’s Mucinex Nightshift over-the-counter product, based on a press launch.
- Unwitting Tinder customers swiping by profiles on the app could stumble throughout an “ick-inducing” one for Mr. Mucus that options lame pick-up strains and a choice of images that lean on drained male relationship tropes (sure, he’s holding a fish in a single).
- The “No Regrets” marketing campaign, which runs by December, is timed to “cuffing season” for informal relationship. The trouble additionally features a partnership with Kamie Crawford that may see the TV host and mannequin go on a blind date with Mr. Mucus.
Dive Perception:
Reckitt-owned Mucinex is setting its mascot — a sentient, scummy blob of snot that relishes spreading the flu — unfastened on Tinder to lift consciousness for Mucinex Nightshift. The marketing campaign is timed to the beginning of each chilly and flu season and cuffing season, a interval when younger individuals search short-term relationships as they hunker down for the winter months. The concept underpinning the marketing campaign is that buyers ought to make good selections at night time that they gained’t remorse within the morning, recommendation that may apply equally to taking chilly drugs when beneath the climate and pursuing a romantic fling.
Mr. Mucus’ profile seems as a swipeable advert on Tinder that emulates a real-deal account, albeit a very dangerous one. Footage present the long-time model character holding a fish, sweating on the membership and getting a pump on on the gymnasium with no shirt on. One image seems to be a badly cropped picture of Mr. Mucus with a feminine mucus companion (he has had a spouse in previous campaigns). Choose-up strains embody, “I’m the catch of the day… in case you like catching chilly and flu signs!”
Mr. Mucus can be being paired with Mucinex spokesperson Crawford, who will go on a blind date with the mascot to see if he measures up in actual life. Crawford is a former co-host on “Catfish: The TV Present,” a collection premised round deceptive on-line relationship profiles. Shoppers can monitor the relationship saga on the Instagram and TikTok accounts for @MrMucusOfficial and @KamieCrawford.
Mucinex PR company of report Legend is behind the mobile-first advertising and marketing push for Mucinex Nightshift. Nightshift is the primary over-the-counter nighttime chilly and flu drugs within the U.S. that’s made with triprolidine HCL, a sedating antihistamine.
Different manufacturers are leaning into the cuffing season phenomenon to bolster their enchantment with Gen Z and millennial shoppers who carry a love-hate relationship with relationship apps. Frito-Lay’s Flamin’ Sizzling model of spicy chips lately launched a customized burner telephone that performed on the thought of pursuing an affair for the event.
