May
20
Mucinex: Playing Hide and Seek?
May 20, 2007 |
I have been fighting some sort of allergy/flu/cold/upper-respiratory-whatever for the last few days and, when I woke up this morning, I knew one thing for certain. That little green gobule guy with the suitcase had moved his entire family into my chest.
I also knew something else. Once I was able to stop coughing long enough to get dressed I was going down to the local Wal-Mart and buy some Mucinex. I didn’t really remember what the product was called but I knew that as soon as I saw the green guy on the label everything would be fine. The eviction notice would be served and, soon, I would be able to use my lungs for breathing again.
Well, down at the Wal-mart I scoured the cold and flu aisle and, lo and behold, no green gobule guy. No POP signage, no shelf talker, just a sea of indistinguishable packages. By the process of elimination, and after finally spotting the green guy on a box of Children’s Mucinex, I was finally assured that the plain, non-descript Mucinex box was what I was after.
So congratulations are in order for the folks that created a really terrific metaphor to represent that awful feeling of congestion. It worked! It sent me running to the cold and flu aisle with my money in hand. However, just a small suggestion; PUT THE GREEN GLOB ON THE BOX! It has always been my understanding that the goal of product marketing is to actually sell the product. If you have worked so hard, and spent so much money creating an effective character association, why not actually associate the product with the character.
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