THE NEED / In a sleepy allergy care category, Allegra sought something disruptive to make top of mind while also underscoring their non-drowsy point of difference.
THE IDEA / Would you rather be sleepy and sneezy or happy ever after? We brought Allegra together with the live action adaptation of Disney’s Snow White. By having some fun with Sleepy and Sneezy, we can speak to both allergy symptoms and the drowsiness caused by our competitors.
And with the iconic “Heigh Ho” as our soundtrack, we are leveraging a pop-culture classic in a completely new way.
HOW IT WORKED / This adult-targeted campaign has just launched in anticipation of the film’s spring allergy season premiere, but has already generated significant retail activity in nearly 20 markets globally. Concept One led all global creative and amplification efforts, spanning the entire marketing funnel.
