Aerius is Bayer’s premium, next-generation antihistamine based on desloratadine. The brand was growing in awareness but struggled to convert that awareness into trial in a cluttered allergy market with strong competitors. The campaign relaunched the positioning to make Aerius feel clearly superior, giving consumers a strong reason to choose it.

My job was to convince allergy sufferers to choose Aerius as the best solution for various triggers and to justify its premium price. Research highlighted a strong differentiating claim to focus on: a powerful, science-backed remedy that relieves symptoms caused by hundreds of allergens, including pet dander, dust, and pollen.