David vs. Goliath - Products

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Be Wise All, Take Xyzal at Night

Challenger brand Xyzal outpaces category giants. With virtually no awareness as a prescription, significantly outspent and a difficult-to-pronounce name, Xyzal needed to disrupt a mature category. Xyzal uncovered an unmet need – the impact of allergies on sleep and next day. Our distinctive campaign featuring our spokes-owl focused on a “smarter way to treat”, changing the treatment paradigm to night. Primary goal - drive brand sales above category. Xyzal sales grew nearly 2x category - 8.4% Xyzal vs. 4.8% - and has outpaced category every month for past 13 months!


Brand: Xyzal
Client: Sanofi
Agency: PureRED
Language: English

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