Benadryl: Who needs another pollen count?

This case study describes the launch of a new product in the UK by Benadryl, the allergy medication brand owned by Johnson & Johnson, with a localised social pollen count and sponsorship of the Met Office's website.

Benadryl: Who needs another pollen count?

David CarrJWT London

Summary – who needs another f****** pollen count?

We didn't think so at first. But this was just one of the preconceptions and challenges planning overturned when faced with a pitch, multiple channels, no "new news", mobile platforms, tight timings, and even terrible weather.

But from "Blitz Spirit" insight to go-live and continuous optimisation, planning helped create a better pollen count: one that people trust because it's very local, and very live, and therefore the most accurate pollen count available on desktop and mobile. A socially designed, useful and usable...

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