• by Les Luchter , Yesterday

Kenvue’s Zyrtec is playing matchmaker between allergy sufferers and flowers with a series of springy partnerships dubbed “Spring Blooms.”

First, Zyrtec teamed with floral artist Lewis Miller and New York City’s MTA for a five-hour “Flower Flash” a week ago in the Union Square subway station, which included 3,000 giveaways of flowers branded with a QR code sticker driving users to Zyrtec.com. The pop-up, which was seen by about 72,5000 commuters, was supported by six in-station flowery Zyrtec ads via Outfront Media that debuted the same day and ran the entire week, with an estimated reach of 450,000 people. Both Lewis Miller and Outfront also posted real-time social media content during the event

Today, Zyrtec teams with designer Tyler McGillivary to launch a limited-edition fashion collection called Bloomcore. Available only from McGillivary’s website, the “sponsored by Zyrtec” collection includes a tote bag, T-shirt, pullover, and tank & skirt set --  but no co-branding on the fashions themselves. 

“Rather than placing Zyrtec directly on the fashion pieces, the designs are inspired by the very allergens Zyrtec helps relieve,” Jenn Lovell, Kenvue’s head of U.S. allergy, tells Marketing Daily.

To grow buzz about the collection, McGillivary and Zyrtec staged a preview event yesterday for fashion and lifestyle media, and social media content is coming from the designer and brand as well as influencers in fashion, photography and interior design are posting about the collection on social media.

One influencer in particular -- celebrity fashion stylist and “avid Zyrtec user” Law Roach – has been tapped by the brand for a broader blitz of social media posts that Lovell says “will encourage allergy sufferers to embrace the season’s ‘it’ trend – bloomcore – while reminding them of the relief Zyrtec provides to help them enjoy it.”

Roach, Lovell adds, often uses florals and “shades of Zyrtec green” in his own fashions, which, combined with his allergy woes, “made him a natural choice to embody the spirit of spring that we hope everyone will carry with them this season.”

In all, Lovell explains, the “Spring Blooms” campaign is designed to “tap into culture, design, and self-expression… to bring the joy of the season to unexpected places, while reminding people of the role Zyrtec plays in helping them feel their best so they can enjoy all the season has to offer…Our mission is not only to help allergy sufferers survive the season but also show that it’s possible to thrive.”.”

Meanwhile, in March, Zyrtec released the latest commercial in its three-year-old “Zeize the Day” campaign. “The ad speaks to the unconventional and often ineffective tricks people will try to find relief for stubborn allergies,” says Lovell. “Ultimately,we are encouraging allergy sufferers to reconnect with the people, activities, and seasonal joys they love -- like spring blooms -- without the tricks.”