Following analysis of existing brand research, I was awarded responsibility for developing the brand strategy, positioning, architecture and communications for Piri. A new allergy brand created to unify three existing brands: Piriton, Piriteze and Pirinase. An integrated brand workshop identified two key insights: Firstly, People don’t feel like any brands try to help, but simply profit from their predicament. 

Secondly,  while allergy medication works more effectively if you take it earlier, people tend to medicate after their allergy symptoms appear. This led to the development of the “Pro-active Allergy Partner” Brand Positioning and “Act Before You React” advertising campaign, which provided useful allergy advice and encouraged a pro-active approach to allergy management, thus making the medication more effective and increasing loyalty.

Hayfever is the dominant form of allergy, so the Pollen Count is a go-to resource for the majority of people in the allergy target market. We investigated how Pollen Count data is generated and discovered that, for a small investment, Piri could gain exclusive rights to pollen count data and improve the quality of its collection and analysis, for everyone’s benefit.

Rather than sponsoring the Pollen Count on a few media platforms (Print, Radio and TV), this approach offered the opportunity for Piri to turn pollen count data into an owned asset. This allowed the brand to add value to people’s lives and present the brand as the authority on pollen count information cost effectively, at a critical point of consumer engagement. 

Piriton was already the most trusted allergy brand in the UK. Following the unification of Piriton with Pirinase and Piriteze, the new master brand, Piri, would become the dominant brand in the market. Not satisfied with this goal, we decided to aim higher. An eye-opening visit to The Allergy Show led to the realization that people with allergies are so desperate to find a solution to their irritation they’re willing to try anything, including all kinds of allergy treatments from unheard of companies. 

Therefore we developed a strategy to leverage Piri’s equity as most trusted allergy remedy and expand into new categories, beyond medication, including allergy free pillows and bedding, air filters and blood-tests. This growth strategy expanded Piri’s market potential by more than 200%.