A Whimsical Approach to a Serious Issue

A new marketing strategy sees the worlds of entertainment and healthcare converge. The real-action “Snow White” film is the backdrop for a campaign addressing allergy and respiratory disease awareness. Pharmaceutical company Opella, with its brand Allegra, is using Disney’s “Sneezing (Sneezy)” dwarf to highlight the impact of allergies.

The numbers Behind the sneezes

Allergies and respiratory diseases are widespread. Opella reports that more than 48 million Mexicans experience symptoms such as sneezing, itching, and nasal congestion, wich considerably impacts their quality of life. These symptoms should not be dismissed as minor discomfort. They represent a health problem that limits daily activities, according to Salvador Camarena, marketing Director.

Allegra’s Promise: Fast Relief Without Drowsiness

Allegra aims to be the solution. The company promotes its product with the motto: Relief x2 times faster than Lorateradina and without causing sleep. This message is strategically aligned with the imagery of the iconic film.

Social Buzz

allegra engages with its audience on social media:

Allergies suck! 🤧Who agrees? But that shouldn’t get in the way of you living your greatness! Check out how some of our winners LTG outdoors thanks to Allegra.🛹🌄 pic.twitter.com/r7c9e7vwOa

Allegra (@allegraotc) June 16, 2022

“Heigh Ho” Gets a Health Twist

The campaign cleverly incorporates the famous song “Heigh Ho.” Even Grumpy chimes in,singing: Do you know what I am allergic? Disney collaborated to create illustrations featuring Snow White,sneezing,and sleepy,surrounded by pollen in a classic scene.

The Objective: Recognition and Relief

Alberto Hernández, Chief Growth Opella, stated the campaign’s goal is to make people recognize their symptoms and find an effective solution.

A Global Initiative

the campaign spans 15 international markets,including Mexico,the United states,brazil,Canada,and the United Kingdom. John Kocis, of Concept One Communications, emphasized that the strategy combines Narrative, Pop and Health Culture in an engaging and memorable way.

• Key Markets:
• Mexico
• United States
• Brazil
• Canada
• United Kingdom

the Power of Narrative

Kocis concluded: By aligning Allegra with one of Disney’s most beloved fairy tales, we create a campaign. One that perfectly connects the promise of Relief without drowsiness With the power of the narrative.