Concept Development
The winning concept highlighted Nasonex Allergy’s selling points - easy, accessible and effective allergy prevention - by juxtaposing it against difficult, outrageous and ineffective attempts at allergy prevention. Allergy sufferers are all to aware that their allergy symptoms can be life-limiting. Exasperated by failed solutions (competitors) and plagued by discomfort, one could be driven to try just about anything to feel even momentary relief. Taking this feeling of desperation and exaggerating it to the point of absurdity, this concept cuts through with humour while avoiding the category norms of showing an allergy sufferer before and after product usage. It positions Nasonex Allergy as an easy and effective form of allergy prevention. It further lends itself to the creation of eye-catching key visuals, engendering brand awareness and recall when it counts.
