"Commuter Coughs with Subway Takes" from VML and Robitussin leverages the subway's unique environment – a genuine petri dish of public opinion and shared experience – to disrupt the conversation around coughing, effectively hacking cultural discourse and positioning Robitussin at its center. As a brand renowned for fast and powerful cough relief, our objective was to own the "cough" conversation and ensure Robitussin was top-of-mind when it mattered most.
Robitussin Commuter Coughs
VML & Robitussin team up with a New York subway interview series to discuss the hot topic of colds on public transport
Cliente
- Haleon Global
Oficina
- United States
Nowhere is the debate about coughing in public more evident than on the subway.
With 2026 being one of the worst flu seasons on record, coughs in public spaces are a polarizing topic post-holidays. Robitussin needed to show up in that tension, reinforcing its role as trusted, fast-acting cough relief.
SubwayTakes is a popular interview series and stage for unfiltered opinions. Filmed in packed NYC subway train cars, it was the perfect place to have a cough-y talk.
Commuter Coughs. We brought the topic of coughs to the most famous commuter conversation on social media, hacked the episode with coughs, and delivered Robitussin savings to viewers.
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