Robitussin turned to Coyne PR to drive home the message that “It’s Never Just a Cough.” The team developed a series of national campaigns focusing on sick etiquette, sickness related to holiday season and sickness in the workplace.

Partnerships included Dr. Charles Gerba, a.k.a. Dr. Germ, and renowned etiquette expert Diane Gottsman. We elevated the notion that coughing is a sign of sickness, and positioned Robitussin as the brand to reach for every time you cough.