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Zyrtec Doesn't Stand Out From the Crowd

Ads are rated from $ to $$$$, based on tastefulness and probable effectiveness, with $$$$ being highest.

May 13, 1999|Denise Gellene

Advertiser: Pfizer Inc.

Agency: HMC Advertising, New York

Challenge: Raise awareness for Zyrtec, a prescription allergy medication.

The Ad: A woman about to enter an elevator develops allergy symptoms when she sees a dog and flowers being carried by other passengers. She runs back to her apartment, pursued by spreading vines and a pack of noisy pets. Once inside, she reaches for a Zyrtec as a voice-over explains the brand is approved for relief from indoor and outdoor allergies. The vines and pets disappear after she downs the medication.

Comment: In ads for market leader Claritin, Schering Corp. uses clear skies and bright colors as visual cues that not only dramatize relief but help viewers remember the brand. While the spot for Zyrtec communicates relief, it is virtually interchangeable with ads for other allergy medications. $$

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