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As winter comes to a close and spring nears, the ad dollars inevitably shift from cold and flu products to allergy medications.

This year, Allegra plans to stand out from the pack.

That’s why Opella’s antihistamine brand recently launched a marketing campaign that pokes fun at its competitors with AI-generated responses and social media influencers tied into relevant cultural moments.

With a punchy idea from agency partners MRM and Current Global, Allegra unveiled Drowsy Prompts with a billboard in Times Square earlier this month.

The concept is fairly simple: encourage viewers to ask ChatGPT and other AI chatbots about how to perform tasks on Allegra and its competitors Benadryl and Zyrtec.

The end results are responses underscoring that only Allegra can address allergy symptoms without making users drowsy or faced with brain interference. 

Whether it’s writing a country song, getting through a busy work day or filing your taxes, Allegra is utilizing AI responses to remind consumers that rival allergy meds can make you drowsy.

Many pharma brands and medical marketing agency partners have experimented with AI in their advertising efforts, but this marks a distinctive use of the technology in a light-hearted, consumer-facing campaign.

Asked to assess the formulation and execution of Drowsy Prompts, Samuel Morisse, PhD, MBA, VP of allergy brand, North America head at Opella, called it “chronically online and inherently social.”

Through this program, he said Opella has been able to flex Allegra’s brand personality into new spaces and create moments for brand banter outside its category. 

Thus far, Morisse said Drowsy Prompts has accrued more than 22 million impressions across social media and has over-indexed with Gen Z audiences. 

He added that the influencer content has delivered a 3.5% average engagement rate — which is above industry benchmarks — while anecdotally noting that online sentiment has been receptive to Allegra’s sense of humor.

Of course, he also mentioned that it helps to make a mark as a fun, engaging brand when trying to differentiate from rivals.

“We even called upon our competitors to jump in and have some fun — but none of them did,” he said. “So what does Allegra have that the others don’t? We’re not just the only allergy relief medication that has 0% brain interference and no associated drowsiness, but we seem to be the only brand who is having fun on social media, too.”

AI knows Allegra

Drowsy Prompts was conceived from a simple idea to use AI to generate humorous responses for common antihistamine scenarios and leverage those responses to satirize competitors.

When MRM was considering this as a full-fledged campaign for its client, the agency’s global chief creative office Ronald Ng said they wanted to use AI in ways that other brands hadn’t before.

He said Drowsy Prompts aimed to showcase AI’s creative potential for medical marketing while maintaining the integrity of Allegra’s unique selling point.

This demonstrated the importance of combining AI and human creativity, he said. 

As such, he said the agency and the consumer health company proactively went to great lengths to ensure the content was unmanipulated and based solely on the AI chatbots’ responses.

Ahead of launch, Morisse said Opella’s team tested thousands of prompts across different AI platforms featuring various competitor brands, copy and image responses. 

He said it was important to have an idea of what the responses would be before launching the satirical campaign in earnest.

Ng said one of the things he’s most proud of with the campaign is seeing how humor and creativity can break through traditional healthcare advertising tropes and build relationships with consumers.

He commended Opella for embracing the concept, noting that many pharma and healthcare brands tend to take a conservative approach to marketing.

“A brave idea is only as strong as a brave client,” he said. 

Influencer boost

For the influencer aspect of the campaign, Opella enlisted a variety of voices to participate and get consumers interested.

Ng said MRM and Opella worked closely with influencers to amplify the campaign’s message, integrate the AI-generated content into their authentic voices and reach new audiences.

Influencers supporting Allegra on social media included Carolyn Wiger, who is starring on the current season of Peacock’s The Traitors; Megan Boni, who is known for popularizing the “Looking for a man in finance” trend as well as Mary Kate Morrissey, who is starring as Elphaba in Wicked on Broadway.

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One of the most prominent influencers on Allegra’s roster was Jools Lebron, a TikToker known for popularizing the “very mindful, very demure” trend over the summer.

Notably, one of Lebron’s posts generated more than 2.5 million views on TikTok.

Bringing in content creators, ranging from nano influencers to well-known pop culture figures, was all part of making the brand as relatable and relevant as possible. 

The decision to make event-related tie-ins with the Grammys (including a drowsy pink pony in reference to Chappell Roan), Lunar New Year as well as the NBA Slam Dunk Contest was another key element, according to Ng.

Opella’s influencer strategy was “iterative and responsive” to culture as it was unfolding, according to Morisse.

“With this campaign, we wanted to show that everyone and anyone can jump in and draw inspiration from culture to create their Drowsy Prompts,” he noted.

The initial goal was for Drowsy Prompts to run through Tax Day in mid-April but both Ng and Morisse suggested that the campaign has the potential to expand with the involvement of other holidays or cultural events. 

Morisse said the personality Allegra has been able to flaunt as a brand has enduring value and speaks to how medical marketers can connect with health-conscious consumers in a fun way going forward.

“People are smart and extremely resourceful, especially around their health and the health of their loved ones,” Morisse said. “They crave helpful information, and that’s how we came about the insight that more people are using AI to help diagnose potential symptoms than ever before. That is the genesis and at the heart of this campaign. It all starts with a truth.”

To read a March 2025 article on Allegra’s campaign with Disney’s Snow White, click here.