One Polin in the Ton

Creative Experiences

Content

Challenge

With spring approaching—also known as allergy season—Flonase wanted to stand out in a crowded market and stay top of mind, aiming to engage with a younger, diverse Gen Z and Millennial audience.

Insight

Season 3 of Shonda Rhimes’ hit Netflix series Bridgerton focused on the relationship between Colin Bridgerton and Penelope Featherington, a pairing fans dubbed as #Polin. Inspired by the similarity to the word "pollen" and the fan-centric hype, Haleon’s Flonase planned to produce a campaign tied to both allergy season and the show’s May premiere.

Dearest Reader, It Seems Allergy Season is Amongst the Ton

The custom content partnership, produced as a collaboration between Shondaland, CAA, Flonase, and Digitas teams, so closely mirrored an actual Bridgerton episode that fans were both surprised and, more importantly, delighted by the collab.

By connecting the universal experience of allergies with the world of Bridgerton, a unique pop culture moment and co-branded content campaign was created in anticipation of the show’s premiere. The 90-second hero recreates Bridgerton’s opulent and pollen-filled settings, blending historical remedies with Flonase’s modern solution.

Every creative element, from the costumes and music to locations and Bridgerton-type voiceover, was carefully designed to the distinct Bridgerton aesthetic—a style so recognizable that no show talent was needed to tell the story. Simply using the zeitgeist of the Bridgerton IP with such a clever connection back to the brand was enough to receive glowing reviews via social commentary.

To further amplify the campaign, exclusive #TeamPolin merchandise was created for influencers and editors, along with a fan giveaway. The campaign capitalized on premiere excitement across Shondaland and Flonase’s connected ecosystem, including native social platforms and Shonda Rhimes’ personal accounts.

+29

increase in brand lift for both consideration and favorability
297M

earned media impressions
93%

increase in brand awareness

Awards

Shortlisted for Commercial Spots at the Tribeca X Awards

Gold for Branded Entertainment & Content at the National Addys Awards

Silver for Partnerships/ Co-Creations and Bronze for Branded Entertainment/Content - Social Media at the Clio Health Awards

Gold for Best Collaboration and Bronze for Best Branded Content at the Global Festival of Media Awards

Overall Winner Pharma & Healthcare and Audience Brand Partnership Pharma & Healthcare the Shorty Awards