Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Xyzal was the fourth to market Rx to OTC Allergy switch in the US and needed to find relevant whitespace in the allergy category. Xyzal looked to make a meaningful quality-of-life difference for sufferers. Xyzal uncovered an emotive, unmet need - the impact of allergies on sleep and the next day.
As a challenger brand, Xyzal was far outspent by entrenched brands like Claritin and Zyrtec. With virtually no awareness as a prescription medicine and a difficult-to-pronounce name, Xyzal needed to breakthrough and disrupt the category.