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Claritin ads

This article was originally published in The Tan Sheet

Executive Summary

Schering-Plough TV spot with tagline "Clarity for mind, body and spirit" and scenes of people frolicking in fields breaks Dec. 12. Ad campaign celebrates "'new generation' of non-drowsy allergy relief" and features "multi-generational cast that reinforces the brand's appropriateness and efficacy for children and adults," 1S-P press release says. Retail price of 10 mg tablets is 90¢-$1.35/tablet, Schering says. In the D.C. area, 10 mg tablets (20-counts) are selling for about $23, RediTabs (10) for $14-$15, and D 24-Hour (10) for $14-$15. Separately, S-P notes its Nov. 27 statement that all loratadine formulations can now only be sold OTC was unrelated to its earlier announcement of a "market transition period during which" Rx activity would continue. Transition phase represents undefined period following OTC approval when patients can refill a prescription with Rx product already in commerce, S-P says (2"The Tan Sheet" Dec. 2, 2002, p. 3)...

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