Spring is in the air, and that means, well, sure, robins, daffodils, love and all that, but more importantly, campaigns for allergy drugs featuring endorsements by B-list celebrity sufferers.
This season’s famous sneezers include soap star-turned-reality show host Alison Sweeney for McNeil Consumer’s Zyrtec Liquid Gels and American Idol judge Kara DioGuardi for Merck’s Claritin.
Sweeney, a longtime Days of Our Lives star and host of The Biggest Loser, took part in a Zyrtec event in which she raced six people in nose costumes.
Dubbed “Race Against Your Allergies,” the stunt took place in New York City’s Madison Square Park and delighted onlookers, including a few MM&M staffers.
“With new Zyrtec Liquid Gels, people can get relief at liquid speed,” quipped McNeil VP marketing, upper respiratory Rohinish Hooda.
Meanwhile, DioGuardi is serving as the face of Claritin’s Living Clear campaign, a user-generated content effort that invites users to submit a video to LivingClear.com showing what Claritin’s non-drowsy formula has enabled them to do. The deadline to enter has already passed as of press time.
Finalists will be announced May 6, and votes from visitors will decide the ultimate winner, who will pocket a $10,000 prize and win a chance to star in a Claritin online ad, while five finalists take home $1,000 and a one-year supply of Claritin products.
From the May 01, 2010 Issue of MM+M - Medical Marketing and Media
