An OTC switch takes off

The Challenge

Xyzal was a relatively unknown prescription allergy medicine when they decided to go OTC. They were the fourth brand to switch in recent years and had to compete against established players with deep pockets.

Our Winning Approach

We started by identifying an unrecognized category segment, sleep impacted allergy sufferers. Then we invented Nigel, a character that broke through in the category along with his sticky tagline. Nigel’s timely wisdom quickly built awareness, enabled persuasive competitive comparisons, and helped the brand carve out a unique positioning: Take Xyzal at night for allergy relief while you sleep and a more productive next day.

The Results

Xyzal has experienced double-digit growth every year since launch and is one of the most successful brands in the history of Sanofi Consumer Health Care. On YouTube, Xyzal videos get millions of views, and the brand has received industry accolades including the IRI Top 10 New Product Pacesetter Award and Nielsen’s 2019 Top 25 Breakthrough Innovations Award.

Nielsen Innovation Award Winner Nielsen Innovation Award Winner


Xyzal TV spots have received Copy Test Scores that rank in the top 5% among all products and categories.

Web Design & Development

PureRED created and optimized the new site to increase conversion. In addition to facilitating online and retailer purchasing, bounce rates were decreased, and the number of trial samples claimed dramatically increased.

  • For the first half of 2021 year over year traffic increased 166%
  • Traffic spent more time on the site with an increased pages per session of 3.57, an increase of 34% year over year
  • Page views were up by 99% from the first half of 2020 to the first half of 2021

Online Video

We create over 30 unique videos per year that are optimized for contextual relevancy especially among the sleep impacted and value seekers.


Whatever the social platform, Nigel gets lots of views and great reactions with messages personalized for contextual relevance.

  • Delivered 97% reach – exceeding the goal of 57%
  • The additional placements of Instagram Explore & Stories drove an additional 93.6M impressions for the campaign which were not run in the 2020 campaign
  • 183% increase in click rate year over year
  • 40% increase in engagement rate year over year
  • Facebook was the #1 trial drive across all channels used
  • Won 2021 Facebook Creative MM+M Award


PureRED helped turn the brand positioning and competitive claims into dynamic content on Amazon.