Product – Claritin Allergy Medicine
Price – This promotion does not mention price. However, the promotion is selling the quality of product and the freedom provided from usage.
Place – I watched this commercial between Seinfeld episodes at the gym on Wednesday evening March 6th.
Promotion – This promotion features a woman probably in her mid to upper 20’s who teaches outdoor recreational activities. The commercial starts with the camera out of focus to make the viewer feel like they are experiencing the haziness of allergies. Once the main woman holds up Claritin the screen clears and happy music starts to play saying, “I can see clearly now that the rain is gone.” This woman then proceeds to rock climb, white water raft, and climb heights. She exclaims, “I don’t let allergies stop me from leading the way, so I get Claritin. It works hard to relieve my symptoms and only Claritin is proven to keep me alert and focused as someone without allergies. Don’t let allergies hold you back!”
Industry – Pharmacy. Retail. Medical.
Describe the Target Market:
Claritin in general is targeted towards individuals with allergies. This commercial is precisely targeting individuals who love outdoor activities and physical activities, but get held back a groggy from allergies. The commercial does not specify, but alludes to Claritin’s specialty for relieving outdoor allergies.
Does it work?
Yes. I think Claritin’s messaging is consistent. All of their commercials have the same type of scenario. However, this could also be a point of weakness for the lack of creativity.