Allegra Oral Antihistamine: Live your greatness in spite of your allergies

Allegra, an allergy brand, created a call-to-action for allergy sufferers worldwide to live up to their full potential through a TV spot in order to outgrow the category in sales value and build long-term brand equity.

Summary

Allegra, the third biggest global allergy brand, had big ambitions to become the global number one brand in five years.

But we had a lower share-of-spend compared to the competition.

Allegra was behind the competition in emotional brand ties: thanks to advantages in awareness and familiarity, consumers were more likely to think of and purchase the competition first.

Consumers also see all brands as the same: with similar functional claims and not owning the key emotional drivers of purchase.

We'd have to unify the local markets behind a single campaign platform with confidence in the performance of previous campaigns....

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