• by Les Luchter , 2 hours ago

Nearly a year since New York City congestion pricing began for drivers entering Manhattan south of 60^th Street, Reckitt’s Mucinex is bringing congestion reliefto train commuters this week -- through an experiential 3D art installation in Grand Central Station.

This congestion involves the sinuses rather than city streets, as the Reckitt brand launches Mucinex Clear and Cool Saline Nasal Spray with an interactive 20-foot by 20-foot mural of a glacial-like setting created by 3D artist Kurt Wenner.

“Feel the Cool Rush of Relief,” reads an “ice sculpture” set up in Grand Central’s Biltmore Room from Dec. 1-7.  The piece, which visitors can walk across, also includes features like a sled and penguins along which visitors can pose for photos.

The new drug-free brand extension, Clear & Cool Saline Nasal Spray, combines saline and menthol and features what Mucinex describes as a two-in-one nozzle.

One setting, trademarked as Power-Jet, “helps clear tough congestion”; the other is a “gentle mist that soothes and relieves everyday nasal discomfort.” Both options are said to “deliver fast, effective relief with an instant cooling sensation.”

"When nasal congestion intensifies, it can be overwhelming, and sufferers want relief they can feel right away," said Henry Turgoose ,Reckitt’s VP Upper Respiratory Brand Marketing, in a statement.

The Grand Central installation also has an AR component, which Mucinex says provides an “extra layer of engagement,” including more info about the new product.

A Mucinex spokesperson tells Marketing Daily that Wenner created the artwork specifically for the Grand Central space, with “no plans to bring the artwork elsewhere.”

The installation in being promoted to consumers solely through an earned media campaign from Legend PR, but the agency says it’s part of “a broader launch effort that also includes strategic influencer content, and in-store shelf-talkers and displays to drive visibility at retail.”

Mucinex Clear and Cool Saline Nasal Spray is being sold at such major retailers as Walgreens, CVS, and Walmart.