Allegra’s new TikTok-first campaign challenges the internet to test AI chatbots' responses after simulating the effects of various allergy medications.
"Drowsy Prompts," featuring a wide range of cultural influencers, blends humor and technology to highlight how Allegra stands out as the only non-drowsy option.
In collaboration with creative relationship marketing agency MRM, the campaign asks AI to perform tasks while seemingly under the influence of different antihistamines like Benadryl or Zyrtec.
The AI chatbot produces sleepy, sluggish responses with other brands, but when Allegra is introduced, it remains sharp and responsive, mirroring the medication’s non-drowsy effectiveness.
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Samuel Morisse, Zone brand head for Allegra US, highlighted the innovative approach behind the campaign in a statement:
“We're proud of Drowsy Prompts — because it allowed us to co-create a campaign together with our audience powered by simple AI technology.
This required no manipulation of the technology; AI already knows which allergy medications cause drowsiness.
The diverse voices behind this challenge have propelled Allegra into untapped centers of culture and helped us earn relevance in new communities."
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The campaign taps into the growing trend of AI in marketing, using social media to generate buzz and reach diverse audiences.
It also emphasizes how Allegra is carving its niche as a leader in the allergy relief market by appealing to newer, culturally relevant channels.
By leveraging humor and real-time engagement, the campaign not only reinforces brand differentiation but also demonstrates how interactive, tech-driven storytelling can boost consumer trust and product credibility.
A New Era of Brand Engagement
To kick off the challenge, Allegra collaborated with a dynamic mix of pop culture icons and influential creators, including:
- Mary Kate Blake (Morrissey), the Broadway star who portrayed Elphaba in "Wicked"
- Carolyn Wiger, reality TV star, "Survivor" runner-up, and "Traitors" participant
- Jools Lebron, the viral creator of the “demure” trend
- Megan Boni, singer-songwriter known for her “looking for a man in finance” track
- Griffin Johnson, OG TikTok personality with a large, engaged following
The campaign is set to continue gaining traction with influencer-driven content across TikTok and Instagram.
"Drowsy Prompts" reflects how AI is now an integral part of consumer interaction.
Allegra’s approach signals a future where brands use AI, paired with influencer marketing, to engage audiences in unexpected, entertaining ways.
By tapping into trending platforms like TikTok, Allegra not only strengthens its position in its market but also allows it to connect with a younger, tech-savvy audience.
Previously, soda brand Poppi partnered with digital creators as it made its big comeback for the Super Bowl LIX.
