• by Les Luchter , Yesterday

Thanks to climate change, fall allergy season starts 20 days earlier and is 21% more intense than 30 years ago,  according to research published by the National Academy of Sciences. And allergy sufferers are nearly 19 times more likely than the general population “to love the great outdoors," says Kenvue’s Zyrtec.

So Zyrtec launched a “No FOMO Fall” campaign designed to “empower” allergy sufferers to enjoy the season without the “fear of missing out” on such activities as hiking, golfing, leaf peeping and apple picking.  Stagwell’s Doner agency handled creative and the former IPG’s  Universal McCann, media buying.

A social element of the campaign used influencers in the lifestyle, adventure, and parenting categories -- including  singer-songwriter Jesse McCartney, brownstoner Kristi Hemric, outdoor adveturers  Zoe & Kelby Jecker, and family creatives Latroy & Nicole Tillery.

McCartney’s social media posts tied in with his fall tour campaign, which runs through the second day of winter on December 22. Content has included  what he’s packing for his tour, here, and  how he’s enjoying the season allergy-free, here. Zyrtec is “the only thing that’s kept me from sneezing through soundcheck,” he said in a statement.

In addition to the influencer content, paid media on TV, streaming, YouTube, programmatic display and social (Meta, Pinterest and TikTok) have  also promoted specific new Zyrtec products, namely Hives Relief tablets, Hives Relief liquid, Allergy Relief Medicine Tablets with 5 Mg Cetirizine Hcl Antihistamine and Allergy Relief Medicine Tablets with 10 mg Cetirizine HCI Antihistamine.

Those four products have been attracting new users to the allergy category, Kenvue CFI Amit Banati said in prepared remarks upon release of the company’s Q3 earnings last month. Zyrtec, he said, was once “again the fastest growing brand in the category, gaining market share and strengthening its #1 market position, now held for 17 consecutive quarters, on the adult side.”

Zyrtec has also continued to run a campaign it calls “Ditch the Tricks," which first launched in the spring.

Sports and entertainment media company Whistle also continued to run golf content co-created earlier in the year,, including a mini-series  pitting host/comedian Trey Kennedy against soccer star Carli Lloyd in day of golf competition, and  a 3 Hole Challenge with golf creators Snappy Gilmore and Cailyn Henderson.