Claritin 'Humour' campaign

Charles D McDonald, N Abbott and N Lapierre

1990 launch of a new antihistamine product, Claritin, into a market dominated by two well-established brands, Seldane and Hismanal.
Agency: Cossette Communication - MarketingAuthors: Charles D McDonald, N Abbott and N Lapierre

Claritin 'Humour' Campaign

INTRODUCTION

You don't have to be an allergy sufferer to appreciate the advertising breakthrough represented by Claritin. In a product category that has relied on bar charts and graphs, doctors and kindly pharmacists, sympathetic spouses and fellow hay fever sufferers to get the message across, Claritin tried another approach. On the air, its humorous TV commercials treated the annual allergy and hay fever binge as the annoyance that it is. On the drugstore shelves, Claritin's clear blue sky and drifting cloud...

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