People were already talking about Benadryl online. But the brand itself wasn’t part of the conversation. Our charge was to find an authentic way to join in on the conversation and build brand love.
The campaign was so successful, Benadryl went all-in on social, and cut non-digital media from the plan.
Benadryl packs a fast-acting punch. It also knocks people out with its sedating effect. We had to find a way to compete with 24-hour, non-drowsy brands.
We turned the power of Benadryl into a positive. It can bring peace at then end of the day when allergy symptoms creep back in. Benadryl makes sure allergies don’t ruin your evening down time.
“Saving Down Time” scored the highest brand love among all allergy medications, with #1 brand equity, +11 points recall which is crazy for a brand that everyone already knows, and +11.5 points purchase intent vs category norm of +1 point.
Children can’t tell you how they’re feeling, they just get cranky and have tantrums. When allergies, turn them into allergy monsters, Children’s Benadryl turns them back into kids.
