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Xyzal Case Study: Boston Marathon CMX® and Xyzal turned marathon momentum into measurable brand growth

What we know


Allergy symptoms are highly situational and seasonal, making outdoor spring events a natural opportunity for relief brands to reach consumers at the moment they need relief most.


CMX brought Xyzal’s Boston Marathon sponsorship to life outside a high-traffic CVS® location — creating a timely, memorable experience that engaged consumers and drove incremental sales.

People posing for a photo at the CMX and Xyzal experiential event.

  • Objective

    • Drive brand recognition throughout Marathon weekend and allergy season
    • Generate brand sales

  • Audience

    • Boston Marathon attendees and spectators
    • Consumers with spring allergy needs
    • Shoppers near the Newbury Street CVS

  • Channels

    • Experiential Event
    • In-Store and Digital CMX media
    • Spring Allergy Tentpole campaign

What we did

The right message at the right moment 

CMX met consumers when spring allergies were already top of mind, connecting Xyzal’s message to the energy and environment of marathon weekend.

An experience made for the crowd

Outside the Newbury Street CVS, CMX created an interactive activation with sign-making, games, giveaways, photo opportunities and a special appearance from Nigel the owl.

Bringing the moment back to retail

Paired with CMX media and CVS in-store, the experience connected seasonal relevance, brand storytelling and physical retail in one seamless activation.

Collage of images of the CMX and Xyzal experiential event.

Results

+422%

day-of sales

versus last year*

 

+38%

YoY Xyzal sales

in weeks following the event*

650

event attendees 

8+ minutes of dwell time.
1,250 products distributed*

Conclusion

By showing up during a timely, high-energy moment, CMX turned Xyzal’s sponsorship into an engaging retail experience — driving standout sales growth and showing how CVS locations can become dynamic media destinations. 



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Not a guarantee of campaign performance. Where permitted by law.

  • *Spotter / Thought Spot Pulse AI: fiscal weeks 16–21 vs same weeks prior year (all figures = $ at activation store unless noted).