Allegra

Originally created for the Australian market, the Allegra campaign needed more than just a standard adaptation for its launch in Germany. The challenge? Take existing assets and find bold, creative ways to make them work for a new audience. The result was a digital-first campaign that broke category norms and made allergy relief feel fresh and relevant. By focusing entirely on digital consumer communication, we reimagined the original content through precision targeting and dynamic messaging, driving awareness and purchase intent. The results spoke for themselves—within just five months, Allegra became the second-largest brand in the German allergy market, selling over 1.3 million packs in its first year and reaching a 13.5% market share during peak season. The campaign didn’t just succeed—it set a new standard for smart, resourceful adaptation in healthcare marketing, earning a Silver Effie in 2024.