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Every allergy season comes with a boost in marketing campaigns for products that battle the persistent symptoms of runny nose, sneezing and itchy eyes.  

Opella’s allergy brand Xyzal — an over-the-counter (OTC) antihistamine perhaps most well-known for its mascot Nigel the Owl — has also launched a spring campaign centered around baseball.

Xyzal’s beloved owl has teamed up with former New York Yankees pitcher CC Sabathia to highlight how the medication can help manage allergies during the most allergy-intense spring season — which coincides with the start of baseball season.

As a smaller brand in the allergy marketplace, Xyzal wanted to break through the clutter and reach a younger “Genzennial” audience, according to Kaitlyn Ettinger, senior director of the pain and respiratory portfolio at Opella.

“We were up against some big, long-standing allergy brands and we wanted to go after moments that we could engage in a meaningful and culturally-relevant way,” she said.

The team chose Sabathia as its celebrity spokesperson because he has suffered from allergies and tried to manage symptoms during games when he needed to perform at his best.

“CC Sabbathia is going to be inducted into the Hall of Fame this year — so he knows what it’s like to be on top of your game and have basically what we called ‘the most productive day,’” Ettinger added.

In a series of videos posted to his Instagram, Sabathia shows himself meeting Nigel the Owl and attempting to teach him the basics of baseball. 

“Being at the top of your game means being at the top of your allergies,” he notes in one video.

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A post shared by CC Sabathia (@cc_sabathia)

View this post on Instagram

A post shared by CC Sabathia (@cc_sabathia)

Nigel’s staying power

While the campaign is centered around Sabathia, Nigel is a key part of it, too.

Nigel has remained Xyzal’s iconic mascot since he was introduced in the early 2000s. 

Originally serving as a medical expert of sorts and wearing a lab coat when Xyzal was prescription-only, he has since evolved to match the drug’s OTC label and typically wears a blue professor’s suit and bowtie.

Xyzal has a decent following of nearly 15,000 people on TikTok, where Nigel enjoys some level of notoriety as one of the internet’s favorite owls (next to Duolingo, of course).

“Nigel actually has more brand awareness than Xyzal does, which is remarkable, because for an OTC healthcare brand, it’s not always that you get such a distinctive asset to work with,” Ettinger explained. “He’s been a fun way to engage our consumers and to stand out during allergy season.”

Throughout the partnership with Sabathia, Nigel will post videos from Yankee Stadium, encouraging people to “not let allergies get between you and the best grass in the world.”

Opella plans to measure overall reach and impressions on social media but will pay close attention to quality engagements on platforms like Instagram and TikTok, Ettinger noted. 

After the brand joined TikTok in November, its following has steadily grown month-over-month and the goal is to continue building that presence.

Ettinger emphasized that celebrity partnerships in healthcare marketing campaigns are most effective when the person has personal experience living with allergies — or whatever condition is being discussed — and has used the product themselves.

“That is the one thing that I have never wavered from in my career,” she said. “Finding someone who has used the brand, appreciates the brand, and understands the [consumer base], is so critically important. You can really see that in the results.”