ALLEGRA / SANOFI

THE PROBLEM WORTH SOLVING

Allegra (sold as Allevia in the UK) was a well-known allergy medication with low brand differentiation. In a category where every product claims fast relief, no brand had a meaningful reason to exist beyond the symptom. Sanofi needed a brand purpose that was credible, scalable and rooted in something more than product efficacy.

THE INSIGHT THAT UNLOCKED IT

Allergic rhinitis isn't just a pollen problem, it's increasingly linked to air pollution. And air pollution is something we all share, invisibly, every day. The insight: breathing is the most universal human act, constant, vital, and entirely overlooked. A brand that makes breathing easier has a credible right to talk about the quality of the air we all breathe together. Purpose found in the most basic human act, not in a CSR initiative.

WHAT I DID

Built the entire brand purpose framework from scratch: the strategic narrative, the communications platform, and the activation model. Developed the Colombia pilot (local air pollution awareness and community education) as proof of concept for global scalability. Presented directly to Sanofi's regional leadership and pitched the retainer model.

THE IDEA IT BECAME

'We Are All Connected By The Air We Breathe': a purpose platform that linked Allegra's product truth to environmental action. Built as a scalable global framework, with local market activations tied to air quality initiatives. Purpose that earns its place rather than claiming it.

WHAT HAPPENED

• USD $80,000 annual retainer secured for Monks — the first major retained account on the Sanofi business

• Upsales across product launches, Amazon storefronts and social content at scale

• Platform validated as globally scalable — adapted for European markets including Allevia (UK)

• Became the strategic foundation for Sanofi's broader consumer healthcare brand purpose approach in the region