Large garden and flower monsters run amok in GlaxoSmithKline’s newest OTC Flonase advertisement marketing campaign

Snarling lawn monsters and giant roaring daffodils terrorize town streets in GlaxoSmithKline’s new Television advertisements for allergy med Flonase.

While dozens of persons operate screaming, the Flonase-using protagonists sit calmly looking through or eating ice cream. The commercials’ tagline? Allergy symptoms really don’t have to be terrifying.

The Godzilla-like sci-fi horror advertisements marks a imaginative adjust for GSK’s nasal spray OTC med, which switched from prescription to above-the-counter in 2014 and initially released marketing the subsequent 12 months. Early strategies targeted on detailing the way the nasal spray blocks six seasonal allergy swelling triggers, noting “six is far better than a single.”

Sibling brand Flonase Sensimist went OTC in 2016 with its possess promoting campaign start, centered on its light mist and a very similar six-blocking energy. Equally models are included in the new marketing campaign, which also makes use of a reminder of Flonase’s spray motion with a “Psst, psst” onomatopoeia voice-more than at the starting and close of the advertisement.

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The most current campaign was born out of allergy sufferers’ insights about their challenging romantic relationship with character, Obehi Remi-John, GSK senior model supervisor, allergy, said by way of electronic mail.

“By speaking and listening with people, we made a incredibly obvious knowledge of the advanced partnership allergy sufferers have with nature—they want to love and take pleasure in character like every person else, but they really feel mother nature doesn’t appreciate them back and is basically operating against them,” he mentioned.

Flonase is just one of only 20 or so makes on the FDA’s Prescription-to-OTC swap record dating back to 2001. Other products and solutions consist of competing allergy medicines this kind of as Zyrtec, Claritin, Allegra and Rhinocort along with heartburn medicines Nexium and Prevacid. A handful of other acquainted models like Mucinex, Lotrimin, Miralax and Differin are also on the listing.

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Like quite a few of individuals meds, the Flonase OTC manufacturer recognition has been pushed by marketing and advertising strategies. For the duration of the six a long time because its switch, GSK has operate far more than 20 various Flonase, Children’s Flonase and Flonase Sensimist Tv commercials, paying out far more than $350 million on nationwide media purchases, according to data from true-time Television set advertisement tracker iSpot.tv.

GSK labored with agency FCB on the campaign, which, alongside with the 15-2nd Television set commercials, is managing on digital, social, audio and out-of-dwelling platforms.