McNeil Consumer Healthcare

Colleen Sellers - Brand Director, Allergy Franchise

JWT New York *Lead Agency

Howard Courtemanche - EVP, Global Business Director
Cathy Clift - Executive Planning Director
Joydeep Dey - Planning Director
Sue Han - Business Director
Howard Lenn - Creative Director
Miriam Raisner - Planner
Paul Turzio - Analytics Director
Eric Weisberg - Executive Creative Director

Until now, ZYRTEC had one major competitor: OTC allergy leader Claritin. But now that a formidable new player had entered the category with unprecedented media spend, ZYRTEC needed an innovative strategy to grow the business. We found an opportunityamong heavy allergy sufferers using Claritin, a large cohort we believed could be lured by ZYRTECs superior effectiveness. To our surprise, they were stubbornly content with their mediocre relief. Muddle No More used nontraditional tactics to help them realize that good enough isnt, resulting in unprecedented success for the brand.