When seasonal allergies are in full bloom, the allergy category is a very crowded space. Consumers turn to large brands such as Claritin and Allegra, who dominate in terms of ad spend and sales and paint a rosy picture of spring.
The challenge was to bring allergy brand Flonase top of mind and stand out by capturing the attention and consideration of a younger, diverse Gen Z and Millennial audience. To do so, Flonase needed an engaging and culturally relevant strategy that tapped into the cultural zeitgeist, which led to the following objectives:
Our Gen Z and Millennial audience loves binge-watching and obsessing over their favorite shows. They live for the comments, reactions, and drama on social media.
One of the most passionate fan bases of all: Shondaland’s Bridgerton, which garnered over 82 million viewers in its second season. This avid fandom was captivated by the upcoming season-three romance between Colin Bridgerton and Penelope Featherington, lovingly referred to as "Polin," a combination of their first names that’s also pronounced the same as the “pollen,” a cause of allergies.
This insight sparked the big idea: leverage Bridgerton's #Polin frenzy to make Flonase the unexpected hero of allergy season. By connecting our audience's excitement for the show with their need to conquer pollen allergies, we turned a cultural obsession into a clever and relatable brand moment.
In a surprise to their passionate fan base, we partnered with Bridgerton’s production company Shondaland and cleverly juxtaposed a contemporary product with the Regency-era need for Flonase in the show. We seamlessly integrated the two worlds by leaning into fan favorite “Polin” and physical “pollen.” We recreated the show’s opulent and pollen-filled settings, blending historical remedies with Flonase’s modern solution. Every creative element—from the costumes and music to locations and Bridgerton-style voiceover—was carefully designed to match the distinctive Bridgerton aesthetic and convince excited fans they were watching a new trailer for season three.
The heart of our campaign was a 90-second hero video humorously depicting promenading members of “the Ton”—the elite social class on the show—afflicted by allergy symptoms. We collaborated with
Shondaland to utilize sets, costumes, and music that were authentic and reflective of the show’s production design. The spot culminates in the characters visiting an apothecary, where an eccentric alchemist declares that the modern solution to their allergy affliction, Flonase, won’t be available for another 200 years. To pay homage to the show vocabulary the spot ended on a tongue-in-cheek tagline: “There’s only room for one Polin in the Ton.”
Understanding Gen Z and Millennials have allergic reactions to advertising, we were subtle with Flonase placement. Flonase was only featured in the final ~7 seconds of the video, ensuring a surprising and captivating conclusion.
Flonase’s presence was subtly reinforced through visual elements like costume colors, apothecary items, and even the pen used to write “Flonase,” all incorporating Flonase’s recognizable green. The logo was also redesigned on parchment in the Bridgerton style, seamlessly integrating the brand’s identity with the story.
To authentically reach fans, the spot was first distributed across Shondaland’s social media channels and then was broadcast to other social channels where fans discussed the show. We also created exclusive Flonase #TeamPolin merchandise for excited influencers and editors and hosted a fan giveaway on Shondaland’s native social platforms.
In a landscape where brands often face backlash in the comments section, our campaign stood out for its authenticity. The partnership experience, from the content to the launch on social media to the custom merch, was carefully designed with exacting fans in mind.
The unexpected Flonase-Bridgerton collaboration was the talk of the Ton, a name also used for the show’s fandom!
Buzz:
Favorability:
The audience overwhelmingly praised the campaign with enthusiastic comments like “genius collab” and “I’m running out to buy Flonase right now.” Bridgerton’s producer Shonda Rhimes even expressed pride in the partnership in a dedicated Instagram post.
In a crowded market, the unexpected Flonase and Shondaland collaboration created visibility and connected with a younger, diverse audience in a fresh way. The strategic use of humor, storytelling, and cultural context made a memorable impression during peak allergy season. Successfully infiltrating the zeitgeist, Flonase and Shondaland proved there’s only room for one #Polin in the Ton!
