WHAT'S IN MY MAN BAG?

To connect with young Hispanic audiences in an authentic and culturally resonant way, we partnered with musical duo, Mau y Ricky to put a fresh twist on the classic “What’s in My Bag?” concept.

“What’s in My MAN Bag?” offered fans an exclusive, behind-the-scenes look at the duo’s must-have essentials for getting show-ready at the Billboard Latin Music awards, with the Vicks VapoCool Drops and Vicks Vapo Stick as their ultimate, abuela-approved staples. Vicks has long been a household essential in Hispanic culture, passed down through generations as the go-to remedy for anything that ails you. Tapping into this deep-rooted connection, we leaned into nostalgia while ensuring the content felt fresh, fun, and engaging for today’s audience. Mau y Ricky’s signature humor and natural brotherly banter—including their love for pranks—brought an added layer of authenticity and entertainment, making the integration of Vicks feel seamless and culturally relevant.

By blending cultural nostalgia, humor, and star power, we created a standout activation that not only strengthened Vicks’ legacy within Hispanic culture but also ensured its relevance with a new generation of fans.