Xyzal was a relatively unknown prescription allergy medicine when they decided to go OTC. They were the fourth brand to switch in recent years and had to compete against established players with deep pockets.
We started by identifying an unrecognized category segment, sleep impacted allergy
sufferers. Then we invented Nigel, a character that broke through in the category along
with his sticky tagline. Nigel’s timely wisdom quickly built awareness, enabled persuasive competitive comparisons, and helped the brand carve out a unique positioning:
Take Xyzal at night for allergy relief while you sleep and a more productive next day.
Xyzal has experienced double-digit growth every year since launch and is one of the most successful brands in the history of Sanofi Consumer Health Care. It is the fastest growing allergy brand in the United States. The brand has received industry accolades including the IRI Top 10 New Product Pacesetter Award, Nielsen’s 2019 Top 25 Breakthrough Innovations Award and a 2021 Global Facebook Award.
Xyzal TV
(3 TV Spots)
Instagram Story
Facebook/Social Posts
Xyzal-OLV & Social
Online and Social Videos
Website
When I first started at Ferrara & Company (now PureRED) in 2009, we were a very small and limited creative department that I was confident I could impact in a big way. While working successfully on several Chattem (now Sanofi) brands, our clients gained confidence in our creative skills. This opened the door for us to pitch the Allegra business, which we won and launched successfully from prescription to OTC. We have worked steadily on this brand ever since and launched the campaign below in 2021.
Allegra "Millions"
Allegra-OLV & Social
Most allergy sufferers agree: Nasal allergy congestion is their worst allergy symptom, and the hardest to relieve. To show how powerful Nasacort is with relieving congestion, we created this visually impactful campaign featuring engaging, humorous scenarios that showcase their newfound breathing power. And ultimately, we prove why Breathing is Believing.
Nasacort "Breathing Is Believing" OLVs
Social Video
