Allergy relief medication brand Allegra, part of pharmaceutical firm Opella, has collaborated with Disney’s Snow-White live-action movie.
Devised by creative agency Concept One Communications, the marketing drive will launch in 15 markets worldwide including the UK, Canada and Indonesia.
According to Allegra, the adult-targeted campaign is centered around the idea of “you don’t have to be sneezy or sleepy”.
John Kocis, principal of Concept One Communications, said: “By aligning Allegra with one of Disney’s most beloved fairy tales, we’ve crafted a campaign that seamlessly connects the brand’s promise of non-drowsy allergy relief with the power of storytelling.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
As part of the creative platform, the company has unveiled a 30-second spot that is soundtracked by the movie’s famous song ‘Heigh-Ho’.
The out-of-home visuals are made up of custom character artwork created in collaboration with Disney and feature Snow White, Sneezy and Sleepy.
Nicole Stanziale, VP of studio partnerships at Disney, said: “We’re so excited to have Allegra on board for this perfectly timed campaign to celebrate the release of Snow White this ‘sneezy season’.
“The huge global scale of the campaign and perfectly synergistic creative is the ideal way to celebrate the release, and drive audiences to theatres to enjoy this wonderful new live-action musical reimagining on the big screen.”
Disney’s Snow White will premiere on 15 March.
