Bayer leans on Claritin brand strength for allergy spray launch


What’s in a name? A lot, especially if you’ve already got solid brand equity in a crowded market. And so Bayer’s new nasal allergy OTC drug ClariSpray is taking two syllables--and possibly name recognition and brand affinity--from sister allergy oral medicine Claritin.

TV advertising introducing ClariSpray began in April two weeks after the product hit shelves, and it introduces the nasal spray as “new from the makers of Claritin.”

The twist, however, is that ClariSpray doesn’t contain the same ingredients as Claritin. Instead, ClariSpray contains fluticasone propionate, which is the generic name of GlaxoSmithKline’s ($GSK) nasal allergy spray Flonase. The ClariSpray ad notes that, in superimposed words on the screen, “ClariSpray and Claritin contain different ingredients.”

Watch the Free Webinar

Chemistry Through Biology: Translating Molecular Biology Technologies into Practical Processes for API Production

Learn about the key advances and critical hurdles in transforming emerging molecular biology technologies into practical applications with commercially viable processes.

“The voiceover simply communicates the introduction of ClariSpray as a new product offering from the makers of Claritin. Bayer is pleased to introduce products such as ClariSpray to meet the varying needs of our consumers,” a Bayer spokeswoman told FiercePharmaMarketing via email.

ClariSpray, which officially went on retail shelves April 11, is being “strongly supported” by the TV ad--which is airing on most major networks--along with digital work, she said. Ad agency Energy BBDO created the campaign.

The allergy OTC drug category is crowded, and the branded nasal allergy spray field has been particularly competitive with the main contenders snagging OTC approvals over the past few years. Both GlaxoSmithKline and Sanofi ($SNY) have spent millions to promote their respective nasal sprays, Flonase and Nasacort, on TV--and recently they padded those totals launching advertising for kid-labeled versions of the products. Flonase has spent $45.4 million and Nasacort $26.3 million on TV ads since the beginning of 2016, according to data from real-time TV ad tracker

- watch the ClariSpray ad

Special Report: Pharma's top 10 M&A deals of 2014 - Bayer/Merck Consumer Health

Related Articles:
GSK's Flonase, Sanofi's Nasacort roll out kid-labeled OTC sprays
GSK pumps out big bucks for Flonase OTC launch
GSK's Flonase zooms to top of allergy category after DTC push


Suggested Articles

Which rollouts might suffer most? Those that treat chronic diseases, require doctors to administer them or face current competition, analysts say.

Novartis and Incyte will put their blockbuster JAK inhibitor into phase 3 clinical trials as a possible treatment for COVID-19, the drugmakers said.

The Cannes Lions canceled its advertising creativity conference for 2020 after media reports that many large ad agencies planned to opt out.