WHAT WE’VE DONE

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Zyrtec

Built off the insight that most people with allergies had more than one, Zyrtec creative took people's "allergy personality" and turned it into something they could be proud of. Using a unique "allergy lanuage" to introduce themselves, the people in this campaign stood out from the usual testimonial commercials with personalities that were unique, real and interesting. In addition, a black-and-white documentary approach both added authenticity and helped the third-to-market Zyrtec stand out from the brightly-colored worlds of Claritin and Allegra, eventually making it a market leader.