The Approach
We started by connecting with allergy suffers across the UK, China, and India in a multimedia digital diary study to get under the skin of their allergy experiences within and outside the home, nuancing their tensions based on individual markets contexts. We then tested two product concepts with the audience to determine what was relevant to them and what wasn’t, and therefore what specific elements a new product needed to have a successful cut-through.
We also consulted experts in the category – those who know the most about allergens and how they interact with everyday life – who were able to provide guidance on how to navigate the invisible world of airborne pathogens, and advice on how to combat them.