NEW YORK, USA — Artificial intelligence isn’t just a tool, it’s a conversation starter. Creative Relationship Marketing agency MRM, in collaboration with Current Global, has launched a bold AI-powered campaign that thrives in the fast-paced world of TikTok. The Drowsy Prompts campaign challenges users to test AI chatbots while imagining they’ve taken drowsy allergy meds – yielding hilariously sluggish responses. But after switching to Allegra? The answers are sharper, as clear-cut as the brand’s efficacy.
“At MRM, we don’t just use AI — we push for what’s never been done before and harness the power of Creativity in everything we do. Allegra isn’t just different—it’s superior to the competition. And the proof? It’s as simple as one action: ‘Just Ask AI.’” says Ronald Ng, Global Chief Creative Officer, MRM
Without saying it outright, Allegra proves its superiority. Even AI can tell that Allegra stands apart as the only allergy relief medication with zero drowsiness and no brain fog. MRM led the strategic and creative development of this disruptive idea, executed in partnership with its sister agency, Current Global.
“We’re proud of Drowsy Prompts – because it allowed us to co-create a campaign together with our audience powered by simple AI technology. This required no manipulation of the technology; AI already knows which allergy medications cause drowsiness. The diverse voices behind this challenge have propelled Allegra into untapped centers of culture and helped us earn relevance in new communities. This is only the beginning of Allegra playing in new terrain, grounded in culture and creativity.” said Samuel Morisse, Zone Brand Head, Allegra US.
With a social-first approach, Allegra enlisted creators from across the cultural spectrum to put AI to the test in everyday scenarios. The brand then “stitched” its responses into creator content, flipping the script with Allegra-fueled clarity.
To amplify the challenge, Allegra tapped into an eclectic mix of personalities, from Broadway to reality TV to viral TikTok stars. Notable voices include:
- Mary Kate Blake (Morrissey) – The Broadway star behind Elphaba in Wicked.
- Carolyn Wiger – The Survivor runner-up and Traitors contestant known for her offbeat charm.
- Jools Lebron – The mastermind behind the viral demure trend.
- Megan Boni – The creator of the looking for a man in finance song.
- Griffin Johnson – An OG TikTok star with an ever-loyal following.
“This campaign harnesses a tapestry of voices and the best that social media has to offer – dynamic personalities who stoke fandom and know how best to excite their followers. The simplicity of this idea allowed us to truly let the creators create and engage playfully with the Allegra brand personality.” said Mary Insinga, Head of Integrated Media at Current Global.
In a digital world where attention spans are fleeting, Allegra’s Drowsy Prompts campaign proves that smart, culturally-driven storytelling paired with AI’s undeniable influence can turn a simple insight into a viral sensation.
