Claritin-D “Staying Tough” Behind The Counter With Pseudoephedrine
This article was originally published in The Tan Sheet
Executive Summary
New ads for Schering-Plough's Claritin-D aim to position the manufacturer as taking a stand by declining to join the ranks of OTC manufacturers who are reformulating their pseudoephedrine-containing products with phenylephrine
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New ads for Schering-Plough's Claritin-D aim to position the manufacturer as taking a stand by declining to join the ranks of OTC manufacturers who are reformulating their pseudoephedrine-containing products with phenylephrine. The product is "staying tough on the toughest allergy symptoms," says a woman in the ad, which broke Sept. 18. Another character in the promotion thanks Claritin-D "for refusing to change your formula." "Recently, some allergy decongestants chose to change their formula to stay in the aisle," an announcer states. "Claritin-D chose not to change," the announcer says. "So now you'll find Claritin-D behind the pharmacy counter....still no prescription needed," he adds. "Nothing works stronger, faster or longer to relieve your worst allergy symptoms, including congestion and sinus pressure, without drowsiness," he concludes. The reformulation of many OTC cough/cold products with phenylephrine has occurred in the wake of provisions of the Combat Meth Act requiring that all pseudoephedrine products be obtained only from pharmacists starting Sept. 30 (1 (Also see "Meth Strategy Includes Tracking Success Of National Versus State Policies" - Pink Sheet, 12 Jun, 2006.), p. 6). However, questions about the efficacy of phenylephrine when compared to pseudoephedrine have recently surfaced. Rep. Henry Waxman (D-Calif.) and researchers are hoping FDA will conduct a review of the efficacy of PE. The Claritin-D ad also raises awareness of the product's behind-the-counter availability in an effort to educate consumers about their pseudoephedrine purchases. The retail restrictions on pseudoephedrine have already caused a drop in Schering-Plough's revenues. The firm announced July 24 sales of OTC Claritin decreased 16% to $22 mil. during the second quarter compared with the previous year (2 (Also see "Sales & Earnings In Brief" - Pink Sheet, 31 Jul, 2006.), p. 12). Claritin-D (loratadine/pseudoephedrine sulfate) is the line's only product affected by the retail restrictions. - Rebekah Moan |