Claritin: Don't be out of sync with Claritin

Over-the-counter antihistamine medicine Claritin, owned by Merck, Sharp & Dohme, found it had lower retention and trial in the Philippines compared to its competitors.

Claritin: Don't be out of sync with Claritin

Charmaine Nadine Quisel

Campaign details

Brand owner: MSD (Merck, Sharp & Dohme)Agency: M2M Advertising Philippines, IncBrand: ClaritinCountry: The PhilippinesChannels used: Radio, TelevisionMedia budget: 500k - 1 million

Executive summary

It has been learned that most allergy sufferers tend to self-medicate. They rely on referrals from friends/family and on advertisements in buying anti-allergy tablets. Their common complaints for brands tried before are drowsiness and slow effect. Hence Claritin's campaign magnified the relevance of being allergy-free and creatively highlighted the 24-hour relief and...

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