Claritin Digital Programs
The problem: Allergy relief is a crowded category, and consumers tend to stick with the brand they know. To grow and expand its base, Claritin needed more than a product claim. It needed to become everyone’s go-to source for allergy information.
The solution: Give people a reason to engage between purchases, with content that explained the medical facts clearly and helped them live well when allergy season hit hardest. Then keep them coming back all year by making it entertaining, in the ways they already engaged with content online.
Claritin Blue Sky Living™
Bayer's first consumer relationship marketing program for its OTC division.
Consumers, as members, were offered a personalized and much needed hub:
Prepare: with a local four-day allergy forecast, so they knew what to expect before they ventured outdoors.
Play: with edutainment like the Weekend Warrior Quiz that celebrated life when allergies were controlled
Read: with articles from allergy tips to stargazing on a summer night.
Reward: with exclusive savings on Claritin, delivered via personalized emails.
Smart Allergy Mom™ Toolkit
Answers for moms allergy questions
It helped parents tell a cold from allergies, prep questions for the pediatrician, and stay ahead of pollen season.
Role: Creative Director / CW
