A line of non-prescription antihistamines sold in pharmacy, Allegra relieves adult allergy symptoms. The brand is evolving in a category where it’s difficult for a product to stand out because active ingredients are all so similar and players communicate at the same times of the year – namely, allergy season. What’s more, certain competitors dominate the market (from a notoriety point of view as well as market share). Allegra’s objective was to re-establish its notoriety and relevance among Canadians with a nationwide communication with a promise as well as an image and tone that set it apart from the fray.

To this end, Allegra mandated lg2 to re-establish a connection with Canadian consumers. By poking fun at our northern climate, the communication tools created in partnership with lg2 enabled Allegra to differentiate itself from its Canadian competitors all while creating a compelling universe – one that’s relevant to people here.