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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.