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....