CASE HISTORY

Adams Respiratory Therapeutics first launched its Mucinex product to the U.S. market in 2003. In 2004, it began the “Mucinex in, mucus out” concept, showcasing the animated character Mr. Mucus in television and print ads. Each advertisement typically featured Mr. Mucus and/or his friends living inside a cold-sufferer’s chest, until they were expelled after the sufferer ingested Mucinex.

Increased brand awareness more than doubled unit sales of Mucinex by March 2005. An ad campaign in October 2005 introduced Mrs. Mucus under the theme of “Married to Mucus” and, once again, the campaign boosted sales. In September 2006, Junior Mucus—the son of Mr. and Mrs. Mucus—was successfully introduced to consumers with the new Mucinex Mini-Melts product line.

In 2007, Adams launched nine products, including Maximum Strength Mucinex, Maximum Strength Mucinex D, Maximum Strength Mucinex DM, plus Mucinex Full Force and Mucinex Moisture Smart nasal sprays.

In addition to Mucinex products, Adams acquired the Delsym liquid cough syrup product line in 2006. After only one year of marketing, Delsym ranked No. 1 in Pharmacy Time’s 2007 OTC Survey of Pharmacist Recommendations in both the adult and children’s cough syrup categories.