Gold | 2021 TV advertising campaign – MM + M Awards – MM + M

Sanofi knew he needed a particularly memorable way to introduce Xyzal, an over-the-counter allergy medicine.

Although the category was crowded, this challenger brand had a truly differentiated offering based on research. While allergy symptoms often make the night miserable, none of its competition has talked about it.

Xyzal, specially designed to be taken at night, solves this problem. But a bedtime medication meant selling consumers a new way of taking their allergy medication. Aimed at people 35 and over, Sanofi and the PureRED agency created Nigel the Owl, an animated character who cheerfully explains how Xyzal can lead to better sleep and more productive days.

Promoting the behavior change of taking Xyzal at night versus taking an allergy pill in the morning, the campaign combines Nigel’s engagement and entertainment with compelling allergy facts. And he uses a classic bedtime story to tie the drug to more productive days. The book serves as a persuasive storytelling device that simplifies this new behavior.

The campaign, which started last year with two spots, increased the brand’s sales by 40% year over year.

Nigel’s wisdom with a British accent propelled the Goodnight Allergies spot to the top 1% for advertising effectiveness in the ASI database. A second run scored in the top 10%.

The MM + M judges love how the night owl helps explain a new change. “It’s a great way to take ownership of the nighttime dosing strategy,” says one. “And in a tough category, it’s fantastic in its simplicity and messaging delivery.”

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