In a congested seasonal category dominated by three dominant competitor brands, allergy relief brand Flonase needed to break through and drive consideration with Gen Z and Millennials. So, Flonase created an unlikely partnership with Bridgerton, the hit Regency-era show produced by Shondaland and Netflix. The partnership leveraged anticipation for the third season, which featured the romance of “Polin” (a fan-created name for couple Colin Bridgerton and Penelope Featherington). By playing on the same pronunciation as the pollen that causes allergies, Flonase leveraged Bridgerton’s #Polin frenzy to become the unexpected hero of allergy season. The campaign cleverly integrated Flonase into the Ton, the show’s elite society, and created a humorous, co-branded moment. The heart of the campaign was a 90-second video, produced in creative partnership with Shondaland, featuring characters struggling with allergies, ultimately discovering that Flonase won’t be available for another 200 years. The integration was subtle, with Flonase appearing only in the final moments. We engaged fans where they were and distributed the video across Shondaland channels; we also dropped exclusive merch. The partnership was the Talk of the Ton, with 297 million earned impressions and a +39% increase in total mentions on social media, while the category declined 16%. Shondaland fans embraced the partnership; awareness increased brand favorability, and consideration of both increased 29 points. Bridgerton content drove a +50% higher sales conversion rate vs. our brand ads on the same channels. Although brands often face criticism in the comments section, fans praised the collaboration for its authenticity, and Shonda Rhimes posted about her pride in the partnership on Instagram. Blending creative storytelling with a cleverly timed play on pollen season, the unexpected Flonase and Bridgerton partnership captured the attention of new fans and proved there’s only room for one #Polin in the Ton!