Brands have long been working to infuse themselves into cultural moments in hopes of connecting with fans and authentically infusing themselves into the hottest trends. Yet, fitting brands into cultural moments is a delicate puzzle – it’s about finding the moments that perfectly blend brand and culture to naturally capture consumers’ attention in meaningful ways. And when the nation was swooning over the newest season of Bridgerton, Shondaland and Haleon saw the perfect tie-in for allergy-relief in a pop-period piece where the characters would likely have been left sniffling, in a time before allergy medicine existed.  

 In this session, you’ll hear from Haleon (Flonase Brand lead), Tish Tillie, The CMO of Shondaland, Chris Dilori and Digitas’ NA CEO, Amy Lanzi about how they married Flonase to a pop-culture phenomenon, tapping into a niche fandom to build brand love. They will also discuss how they took the idea from TV screens into the comments sections and then into carts, connecting cultural consumer journeys and driving results.