The Allevia Pollen Passport

Client: Opella - Allevia

Allergies are no longer seasonal—they’re spanning across the year and impacting gradually more people, supercharged by climate change and pollution. Turning what was once a Springtime nuisance into a year-round battle. Allergy seasons are getting longer, more unpredictable, and harder to escape. And yet, allergy-related information remains buried—confusing, fragmented, or invisible when people need it most.

Allevia recognised this shift and couldn’t wait for Spring. We had to break out of the Hayfever box and deseasonalise—but without sacrificing our biggest retail window. The UK’s Pollen season still drives the lion’s share of category sales, and protecting that volume was non-negotiable.

We needed a bold move, one that would stretch the brand across the calendar while keeping our core campaign intact. So we zeroed in on a January behaviour shift: the peak of holiday bookings, when millions dream of sunshine and beaches but forget that Pollen isn’t specific to the UK.

This new brand moment let us extend our campaign runway, boost brand salience, and reposition Allevia as not just a Spring essential—but a year-round travel must-have.

In a crowded, undifferentiated category where Allevia lags behind on brand familiarity and sales, the stakes couldn’t be higher. Relevance beyond Hayfever isn’t just a growth play—it’s survival.

Our objective was clear: win back attention, grow brand consideration, and break free from seasonal limitations—starting with Q1. The question was: could we make Allevia matter before the sneezes start?