Allegra OTC Shopper Pitch
Agency: Mars Advertising
Role: ECD, Pitch Creative Lead/Writer/Presenter
CHALLENGE: Follow up OTC launch of Allegra with shopper marketing campaign that builds brand against generic competition. Amplify "After Allegra" advertising with ownable programs for multiple trade channels.
INSIGHT: The Allegra consumer lives life all in and won't settle for being sidelined by drowsiness from medications. In the quest for no compromise relief, she often switches brands and "cocktails" meds.
IDEA: Allegra is all you need to enjoy spring fever without hay fever
Spec creative captures action and freedom of TV with impact and flexibility for shopper elements
Prepare shoppers to take on spring allergy season so they can get outside and enjoy spring activities
Connect allergy sufferers to share experiences via Facebook and twitter. Earn sharable coupons and rewards by posting activity and retailer like.
Engage Shoppers Outdoors
Messages at points-of-pollen drive active consumers online
Spring Break Buzz
Ready consumers for allergy season back home
Mass Reach FSI
Timed drops to coincide with regional allergy seasons
Drives display and trial
Extends engagement, incents repeat purchase
Walgreens Way to Well
Drives shoppers to pharmacist for wellness check
Kroger Health Matters
Co-branded offer appeals to active shoppers
Walmart Live Better
Cross-merch half-pallet display with flowers in Outdoor Living. End cap with PDQ and flower seeds drives back to Outdoor.
Vision for idea to extend into other allergy seasons
renee mahoney cross-channel creative ideas