Reckitt Benckiser: Mucinex Fast-Max

Reckitt Benckiser is a multinational consumer goods company and manufacturer of health, nutrition, and hygiene products. Some of their brands include Lysol, Air Wick, Clearasil, Enfamil, and Mucinex. Reckitt Benckiser partnered with 3 tier logic to launch their national ‘Mucinex Fast-Max’ gift with purchase program, exclusive to consumers in the United States and participating Mucinex Fast-Max and Nightshift Cold & Flu products. This was the second program Reckitt Benckiser activated in the U.S. with 3 tier logic and the third overall for the brand.

Program Objectives

• Increase product purchasing

• Create brand engagement

• Drive brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Reckitt Benckiser’s ‘Mucinex Fast-Max’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

• Gift Cards & Rewards

When consumers purchase one Mucinex Fast-Max or Nightshift Cold & Flu product from participating retailers, they are eligible to receive one digital gift card valued at either $5, $10, $20, or $100 from Walmart, Target, CVS, or Visa. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email with a custom link to a spin & win wheel. Once they play and their reward (depending on the retailer the consumer purchased from) and random denomination has been selected, they receive another email with their digital gift card and instructions on how to redeem it. 3 tier logic also procured and fulfilled the various digital gift cards from its digital rewards catalog.

Using PLATFORM³, Reckitt Benckiser was able to collect data on their users’ activity on the microsite. The Data Capture & Analytics module provides meaningful insights into consumer purchasing behavior for the duration of the promotion. Reckitt Benckiser is able to use this data to make informed decisions for continuous sales, engagement, and customer loyalty.