Sanofi knew it needed a particularly memorable way to introduce Xyzal, an over-the-counter allergy medication.
Although the category was crowded, this challenger brand had a truly differentiated offering based on search. While allergy symptoms often make the night miserable, none of its competitors have talked about it.
Xyzal, specially designed to be taken at night, solves this problem. But a bedtime medication meant selling consumers a new way to take their allergy medications. Aimed at people 35 and older, Sanofi and agency PureRED have 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 instead of taking an allergy pill in the morning, the campaign combines Nigel’s engagement and entertainment with compelling allergy facts. And it uses a classic bedtime story to tie the medicine to more productive days. The book serves as a persuasive storytelling device that simplifies this new behavior.
The campaign, which debuted last year with two spots, increased the brand’s sales by 40% year-on-year.
Nigel’s wisdom with a British accent propelled the Goodnight Allergies spot into the top 1% of advertising effectiveness in the ASI database. A second run scored in the top 10%.
MM+M judges love how the nocturnal bird helps explain a new change. “It’s a great way to own the nightly dosing strategy,” one says. “And in a tough category, it’s fantastic in its simplicity and message delivery.”