Mucinex: Sickwear collection

Category: Craft & Technical Innovation; Entered by: Barbarian

For this campaign, cold medication brand Mucinex wanted to find a way to extend perceptions of its brand from healthcare to self-care. To do this, and to appeal particularly to Gen Z customers, creative agency Barbarian created Sickwear, a capsule fashion collection designed so that every feature helps you feel better when suffering with cold or flu.

Made in collaboration with fashion designer Steven Alan and the Great Eros’ Christina Viviani, Sickwear is a unisex collection featuring classic silhouettes but infused with innovations such as antimicrobial fabrics, tissue pockets, aromatherapy sleeves, pillow hoodies and retractable eye masks – all made with sustainable materials. 

Sickwear launched with a shoppable livestream fashion show, filmed in six separate locations, direct from the homes of famous influencers. The collection sold out in less than 24 hours after being watched by 13,000 livestream viewers, and the campaign also resulted in the largest single-day sales in Mucinex history.

Client: RB
President, North America: Cynthia Chen
VP, Marketing & Innovation: Claudine Patel
Senior CX Journey Manager: Katelyn Ettenger
Senior Manager, Performance Media: Carolyn Nephew
Associate Director, Integrated Planning & Investment Operations: Jessica Shearer
Senior Digital Web and Search Analyst: Alvin Tin
Contractor: Jose Martinez
Agency: Barbarian
CEO: Steven Moy
Managing Director: Courtney Berry

Chief Strategy Officer: Andrew Dawson
ECD: Resh Sidhu
Associate Creative Directors: Jonathan Ong, Jason Ferguson
Lead Creative Technologist: Jeremiah Johnson
Experience Design Director: Su Hyun Kim
Junior UX Designer: Grace Oh
Group Account Director: Erin Metcalf
Account Executive: Julia Caffrey
Senior Project Manager: Ali Swajkowski
Senior Strategist: Rachel Gruber
Producer: Erik Iversen
Production: Joe Guyt, Alex Hernandez
Production Company: Missing Pieces
Director: Danielle Levitt
Managing Partner/Founder: Ari Kuschnir
Managing Partners: Kate Oppenheim, Brian Latt
Director of Immersive Content/Executive Creative Director: Mike Woods
Executive Producer/Partner: Dave Saltzman
Executive Producer: Edward Grann
Head of Production: Rebecca Davis
Producer: Mark Elliott