Pfizer Inc.: The Power Of Zyrtec campaign
Susan RislandOVERVIEW
Pfizer Inc. emphasized the strength of Zyrtec, a prescription antihistamine, with surreal advertisements that showed people fleeing from allergy-inducing animals and flowers, then taking Zyrtec and resuming their normal routines. "When allergies are a nightmare, remember Zyrtec for fast relief," said one print ad. Since its U.S. launch in 1996, Zyrtec had experienced dynamic growth. This was due in large part to changes in the way that prescription drugs were marketed. After the U.S. Food and Drug Administration began allowing pharmaceutical companies to advertise prescription medications directly to consumers, demand...