Telfast joins forces with Disney's Snow White to make allergy season a fairy tale

Telfast, a global provider of allergy relief from Opella, is redefining the way consumers approach allergy season through a collaboration with Disney's highly anticipated live-action film, Snow White.

This partnership spans 15 markets worldwide, including Indonesia, and introduces an engaging campaign designed to help consumers embrace a "happily ever after" allergy season. At its heart is a playful twist on the beloved story, assuring allergy sufferers that with Telfast, they don't have to be sneezy or sleepy.

The campaign aims to underscore the product's fast, non-drowsy relief with 0% brain interference, aligning with the iconic characters of the story.

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The campaign brings together storytelling and brand engagement across touchpoints, including a custom co-branded advert featuring the classic Heigh-Ho song and moments from Snow White. The creative execution extends across in-store, out-of-home, and digital platforms, with custom character artwork crafted in collaboration with Disney. A striking visual of Snow White, Sneezy, and Sleepy in a pollen-filled cottage setting anchors the campaign.

John Kocis, principal of Concept One Communications, stated: "By aligning Telfast with one of Disney's most beloved fairy tales, we've crafted a campaign that seamlessly connects the brand's promise of non-drowsy allergy relief with the power of storytelling."

Nicole Stanziale, VP Studio Partnerships at Disney, added: "We're so excited to have Telfast on board for this perfectly timed campaign to celebrate the release of Snow White this 'sneezy season'. The huge global scale of the campaign and perfectly synergistic creative is the ideal way to celebrate the release, and drive audiences to theatres to enjoy this wonderful new live-action musical reimagining on the big screen."

In Indonesia, the collaboration comes to life through an exclusive in-store activation at select Guardian stores in Jakarta, Bali, and Surabaya. Running until 26 March, the initiative allows consumers to check for allergy symptoms in an interactive, informative setting. Those who participate will receive a specially designed toiletries pouch to store their Telfast and other allergy essentials, making it easier to manage allergies while on the go.

Alberto Hernandez, chief growth officer at Opella, emphasised: "This one-of-a-kind collaboration allows us to meet consumers where they are in a genuine and engaging way. Allergy relief should be simple, and through this effort, we are making it easier for people to recognise their symptoms and find a 'no-brainer' solution."

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