Situation:

Reactine market leadership was under serious threat competitors like Claritin and the explosive growth of private label. Advertising in the allergy category often used humour in a way that didn’t take allergies seriously.

Solution:

We created a kind of rallying cry for allergy sufferers. Never again would their suffering be dismissed as “just allergies”.

Results:

• From a steady decline (22.4%) to a record high market share (28%)
• 14% increase in sales
• Silver Effy