Claritin has been threatened over the past few years by aggressive competitors such as Reactine and the private label brands. Knowing that the best defence is offence, Schering Canada decided to solidify its leadership in the allergy market by introducing a new brand called Liberator. It was critical to find a unique territory which would limit any potential cannibalization with Claritin, so the brand was positioned to target more severely congested allergy sufferers with a more robust and powerful brand personality. The Liberator creative expression plays off a key consumer insight: Desperation. Allergy sufferers' response to this provocative spot was immediate. Some truly associated themselves with the ad, while others were truly annoyed by it. But initial results showed above norm advertising recall, which is a very good indicator of a strong brand launch to be continued.

Drill