Serviceplan Accompanies Hexal's Allergy Product Launch

Hay fever can spoil the spring time for many allergy sufferers – whether through sneezing fits, eye itching or skin irritation. With Lorano®Pro, Hexal has recently launched an allergy tablet that combats the classic allergy symptoms quickly, lastingly and effectively. The accompanying marketing campaign once again originates from the Munich House of Communication: Serviceplan Health is responsible for brand positioning, strategy, creative concept and the realization of the campaign; Neverest was on board for the production of the TV spot.

Munich, 19 May 2020 — Following the successful establishment of MometaHEXAL® hay fever spray as a power allergy spray, Serviceplan again accompanies the launch of a Hexal product: With Lorano®Pro, Hexal has been offering the modern antihistamine desloratadine in the form of a power allergy tablet without a prescription since mid-March. The accompanying launch campaign for the B2B and B2C market can be seen on the channels TV, online, print and at the POS. At the heart of the campaign is a 20-second TV spot (Production: Neverest, Direction: Kronck, Munich), which focuses on the benefits of the product. Since the launch of the product, Lorano®Pro has won sixth place in the category Systemic Antihistamines within six weeks. [1]

In addition to brand positioning, strategy and creative concept, the agency Serviceplan Health also took over the realization, the support of the shooting and the overall coordination of the pre- and post-production of the campaign.

“After the mega success for the creation of the MometaHEXAL® hay fever spray campaign, which was awarded a silver GWA Effie in 2018, I am very proud that we were now able to create an equally strong and eye-catching appearance for the power allergy tablet Lorano®Pro,” says Mike Rogers, Creative Partner of Serviceplan Health.

[1] *Source: IMS Pharmatrend, YTD 4/2020, Sell Out by turnover