Flonase: A game-changing brand for game-changing relief

This case study shows how Flonase, an allergy medicine to relieve hay fever and airborne indoor and outdoor allergy symptoms for 24 hours, reinvented the brand achieving an 11.3% share vs a 7.3% target, and generating $100M in US sales.

Flonase: A game-changing brand for game-changing relief

Campaign details

Category name: Pharmaceuticals & biotechnologyAgency: Brand UnionAdvertiser: GlaxoSmithKline

Executive summary

Flonase is considered a gold standard allergy medicine to relieve hay fever and airborne indoor and outdoor allergy symptoms1. Its success is in its science. Taking Flonase once a day provides 24 hour relief by working on all six key substances that are part of the allergic response, unlike antihistamines that work on only one part2.

However, after losing exclusive rights of fluticasone propionate in 2006, and then four years later amid rumors that competitors...

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