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Allegra, a global leader in allergy relief from Opella, is redefining the category through a magical collaboration with the highly anticipated live-action film, Disney’s Snow White, coming to theaters March 21st.

Launching in 15 markets worldwide, Allegra’s adult-targeted campaign is poised to show the world how Allegra can help transform allergy season into “happily ever after”. The overarching campaign idea is that with Allegra, you don’t have to be sneezy or sleepy. This concept emphasises the brand’s core benefit – fast, non-drowsy allergy relief with 0% brain interference – through a powerful connection to some of the film’s most beloved characters.

The collaboration spans the entire marketing funnel, with consistent creative storytelling that ensures a seamless brand experience. The campaign idea comes fully to life in a custom, co-branded spot, leveraging the iconic ‘Heigh Ho’ song and relevant, memorable moments from the upcoming film. Grumpy even breaks into song saying, ‘do you know what I’m allergic to?’.  In-store, OOH and digital creative features custom character artwork created in collaboration with Disney, complete with pollen floating across an iconic cottage scene featuring Snow White, Sneezy and Sleepy.

Alberto Hernandez, chief growth officer at Opella said, “This one of a kind collaboration allows us to meet consumers where they are in a genuine and engaging way. Allergy relief should be simple, and through this effort, we are making it easier for people to recognize their symptoms and find a “no-brainer” solution. By integrating Allegra within a cultural moment as significant as the launch of Disney’s Snow White, we are reinforcing our commitment to innovative and consumer-centric self-care. This is our formula for building brands that consumers want, trust, and love- because with Allegra, its always a case of happily ever after.” 

This campaign – crafted by Concept One Communications (Westport-CT-US) – leverages the power of storytelling and pop culture to connect with consumers in an engaging and memorable way, allowing the brand to break through traditional healthcare communication models.

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.”

Nicole Stanziale, VP 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.”

The campaign will roll out globally ahead of the movie’s March world premiere. With this collaboration, Opella continues to redefine how healthcare brands engage with consumers—through relevance, credibility, and cultural connection.