Allegra is the #1 allergy brand worldwide, and its purpose is to not let allergies hold people back.

We wanted to help cat lovers to become cat owners by providing a solution that was backed up by academic research, Allegra doctors, and adoption centers. A ‘neutering for adoption program’ so cat lovers with allergies could own cats, and fewer cats were put down.

Thanks to this campaign and its two main activations (press conference and cat adoption speed date day) we managed to put Allegra’s purpose to the test in the most selfness way possible, and by doing this, we also helped adoptable cats to get into people’s lives.

“Making impossible loves, possible”.

To get allergies out of people’s minds, and adoptable rescued cats into people’s homes, we put both a scientific study backed by top universities and allergic people to the toughest test. And it worked.

By running a social media campaign starred by a cat influencer (should we say catfluencer?) “Michú” and not one, but two activations, we managed to educate people about cat allergies and the biases around it. The endgame was to make people understand that they are not allergic to cats, but to a specific protein (Fel D1) found in cats’ fur, that is reduced by up to 90% once rescued cats are commonly neutered to be given out for adoptions.

Sanofi boldly launched the "Adopt Your Allergies" campaign, challenging the limitations imposed by feline allergies. With a cry of triumph, we proclaimed that impossible loves are no longer impossible. Our resonant and powerful message was clear: adopt a neutered cat and embrace limitless love, transcending allergy barriers with compassion and knowledge.

Imagine a press conference packed with cats, where purrs and elegant movements captured the attention of journalists, influencers, and the general public. Visualize a press release that resonated worldwide, sharing the hope of harmonious coexistence between allergic humans and neutered cats.

And what about the adoption event, where bonds of love were strengthened, and allergy barriers faded away. We used media at our favor, from traditional to social, plus in-person events, to bring this message of hope and love to every corner of the world, unleashing a wave of responsible adoptions and unconditional feline love.

The campaign ran during a month, starting with the Press Conference that was packed with cats and ending with Colombia’s biggest cat adoption day ever held.

Between those to brand led experiences, we ran a social media campaign, plus contextual banners that showed cats as ‘related products’ in both Colombia’s #1 Pharmacy chain and Colombia’s #1 online pet shop.

What started as the biggest cat adoption day in Colombia’s history, ended up being a huge global success for the brand, achieving a reach of over 1.15 BILLION and amazingly turning the most selfness campaign ever aired by Allegra in Colombia, in one of the most successful commercial achievements in that market. And soon to be implemented in UK and Australia.

Despite being a purpose-led campaign and selfness effort from Allegra:

In a contracted category that had been with a negative trend for the last two years, we managed to grow +10% ABOVE THE MARKET (delta) gaining +1.9 points of Market Share vs MTH LY.

We achieved a record Market Share in the last 20 MONTHS reaching 16.8% by total Allegra Brand.

When zooming into the adult category, we achieved an incredible Market Share record in the last 4 YEARS reaching 17.7% (in values) and 4.8% (in units), even more than when Allegra switched to be a OTC in 2019.

We grew above market with a ratio of 22.6X with Allegra Adults, with ‘Adopt Your Allergies’ as the only driver (Allegra Media Investment was 100% focused on this campaign during the month that Adopt Your Allergies ran).

With only 9 paid publications:

National Reach: 23,433,728

International Reach: 1,127,393,483

Total Reach: 1,150,827,211