null - The Making of a Legendary Launch

After six years of marketing silence since going generic, FLONASE® Allergy Relief, a well-known prescription allergy medicine, was launching over-the-counter into a cluttered and competitive category. To break-through and differentiate in areas where competitors were weak, the brand led with an insight-driven strategy based on content development and consumer engagement—all done to win organically (through search, referral, and social) and not pay for every prospect. The brand's creative platform, 'Be Greater than your Allergies,' delivers against this strategy and is brought to life across three of the brand's owned properties: 'FLONASE®: Behind the Brand' (http://flonase.tumblr.com), Flonase.com, and 'FLONASE®: 24 Hours of Being Greater' (https://begreater.flonase.com/). Within one month of launch, the 60- and 120-count units have become the #1 and #2 products sold within the category, and the brand already has a +10% market share, all while setting a new The Situation For the OTC launch of FLONASE®, a prescription brand that had stopped marketing efforts for over 6 years, GSK Consumer Healthcare wanted to launch in a way that would shake up the category and re-write the playbook for commercial success. That task would not be easy. The category is cluttered and dominated by well-established brands that spend fiercely for market share. Consumers tend to be disengaged, thinking they know everything about their allergies. Their time is spent across hundreds of channels, and dozens of screens. The brand needed a solution that was smart, differentiating, and digitally-driven. 13 / 24 within the category, and the brand already has a +10% market share, all while setting a new standard for OTC brand launches.