JWT London launches Benadryl brand campaign

JWT London has launched an integrated advertising campaign for allergy medication brand Benadryl that continues the brand's 'War on Allergies' drive.

The original television spot is being followed up by television, online, banner ads and social media.

The digital elements of the campaign will drive visitors to a website offering consumers a safe haven against the suffering caused by allergies.

The main objective of this latest push is to position Benadryl as a brand that understands the true needs of allergy sufferers and offers resources to help them fight the problem.

The creative idea is based on the concept of a 'war on allergies', showing allergy sufferers as being under attack from pollen and other allergens.

Benadryl is presented as the weapon with which they can fight back and win the war.

The television ad shows close-ups of pollen, seeds and bees, accompanied by sound effects of guns, explosions and helicopters, dramatising the threat that nature imposes on allergy sufferers.

The website is themed as a resistance bunker with video clips of two military-style characters guiding users through the site.

A section entitled 'Air Raid Updates' allows users to enter their postcodes and get up-to-date information on the pollen count in their area.

Other sections include 'Know Your Enemy', which provides information on allergens and how to avoid them, and 'Join the Resistance', which allows users to sign up for daily pollen alerts or for an Iphone app offering up-to-the-minute updates.

The website production was handled by JWT's in-house production arm, the Confessional.

Red Box Digital also provided support on the technical production.

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