We saw a way to change the topography (and typography)
of allergy relief.
  • Challenge: The biggest Rx-to-OTC switch in years was launching into an allergy category already glutted with big, established $100 million media budget brands.
  • Strategy: Make sure the advertising doesn't get in the way of the product news.
  • Big Idea: Allegra OTC is nothing to sneeze at!
  • Result: The most successful Rx to OTC launch of an allergy medicine in history.