Histallay is a new, powerful antihistamine product launched by Dr. Reddy’s Laboratories in the UK in 2024. Available over the counter and containing the active substance fexofenadine hydrochloride, Histallay is an effective remedy in the fight against hay fever and other allergies.

Despite the growing number of sufferers each year, hay fever is still not taken entirely seriously by society at large. One in five UK sufferers has had to take time off work due to their condition, but a third of those people admit to bending the truth to their employers out of concern that it wouldn’t be considered a valid reason.

More than 10 million people in the UK suffer from seasonal allergies, with the number rising each year. Research has also shown that allergies have a negative emotional and physical impact on the lives of sufferers.

Histallay aimed to enter the UK market and demonstrate to sufferers that it understands the need for a hay fever brand that combines effectiveness with empathy.

The hay fever category that Histallay sought to disrupt is characterized by two key factors. Firstly, it’s dominated by a few well-established products with significant media spends and undifferentiated brands. Secondly, campaigns in this category typically prioritize rational messaging, depicting sufferers leading lives unencumbered by hay fever.

TBWA\London identified an opportunity to surpass Histallay’s media spend and present a different narrative to consumers. The goal was to make them feel truly “seen” for the first time and to show that Histallay fully acknowledged the scale and impact of hay fever symptoms. It’s so much more than “just a case of the sniffles.” In just two months, the campaign successfully convinced 85% of hay fever sufferers to try Histallay—a new brand from a company that had previously never offered OTC treatments. This achievement is a testament to how differentiated and effective the campaign was.