Reactine: Not just Allergies
JWT
Section I — Basic information
Business Results Period (Consecutive Months): | March 2010 - May 2011 |
Start of Advertising/Communication Effort: | March 15 2010 |
Base Period as a Benchmark: | previous 12 months |
Section II — Situation analysis
a) Overall Assessment
Allergies. They're no big deal, right? Well not for REACTINE®. For years, Claritin and REACTINE® had battled each other for the number one share position in over-the-counter allergy medication. In 2005, REACTINE® took over leadership in part due to its Blue Van campaign. However, this new leadership had been realized largely by the decline of Claritin share...