With active competitors and new players entering the allergy market, Reactine’s no. 1 position was under threat. Working with UM, the brand created a media-driven “Pollen Alerts Program” to deliver real-time one-to-one messaging at scale during the peak allergy season. Reactine teamed up with The Weather Network by including a “Pollen Alert” button on the app’s home screen. The colour of the button was automatically updated to reflect localized pollen levels. The alerts were also integrated into Breakfast Television live TV broadcasts and the show’s online feed. The program successfully strengthened Reactine’s top market position and widened the gap with its nearest rival.