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Robitussin Commuter Coughs
VML & Robitussin team up with a New York subway interview series to discuss the hot topic of colds on public transport
- Office
- United States
- Client
- Haleon Global
Nowhere is the debate about coughing in public more evident than on the subway.
"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.
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.
