Campaign details
Brand: FlonaseLead Agency: Weber Shandwick
Strategy
Objective
Flonase set out to increase brand awareness and relevance amongst allergy sufferers in order to increase sales and category share. The OTC allergy category is highly commoditized, with most treaters using OTC allergy pills as their first-line of treatment. But most pills don't treat nasal congestion, Flonase does. It's a nasal spray that offers more complete relief than most pills. So, not only did Flonase need to make pill users aware that Flonase relieves more than pills, but also convince them to change their current behavior and 'make...