How challenger brand Zyrtec is breaking the rules

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.

How challenger brand Zyrtec is breaking the rules

Geoffrey PrecourtWarc

Whether it is Coke vs Pepsi, Hertz vs Avis or McDonald's vs Burger King, marketers have long been caught up in the mystique of number two challenger brands.

But as rich as the stories may be of taste tests, dueling rental-car conveniences or fast-food wars, the story has largely remained the same: the number two may give the category leader a good run but – in the long term – number one stays number one.

At the Association of National Advertisers' (ANA) 2015 Brand Masters Conference, Colleen Sellers, group...

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