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Article: OTC Claritin given $40 million backing; Schering-Plough battles for share with others, itself.(News)
- Article from:
- Advertising Age
- Article date:
- November 18, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: DAVID GOETZL and JACK NEFF
Schering-Plough plans a major marketing push, estimated at $40 million, in early January to drive sales of its over-the-counter version of blockbuster allergy drug Claritin.
The marketer hopes Claritin's strong brand recognition, established through ad campaigns with spokeswoman Joan Lunden and a tie-in with Major League Baseball, will contribute to consumer awareness for the OTC product. The launch campaign will have a different feel from past efforts, said an executive familiar with the plans.
Meanwhile, as Schering-Plough fights for market share in the so-called front of the store, the company will ...