Schering-Plough Corp. launched a new national TV effort featuring allergy sufferer Ms. Lunden late last month that includes one 30-second branded spot and three 15-second unbranded spots from CommonHealth USA, Parsippany, N.J. Claritin generates more direct-to-consumer ad spending than any other Rx product -- $133 million for the first 10 months of 1999, according to Competitive Media Reporting.
Ms. Lunden said she doesn't see her Claritin role as a conflict with the ad-supported Women's Supermarket Network that she will host.
"If I did a segment on allergies [for the network], I'd do it the same way I do pieces now, with nothing regarding advertising," she said, adding that her past advertising endeavors were never viewed as a conflict by ABC. Schering-Plough "would have to buy ads like anyone else if they wanted to."
Ms. Lunden said she doesn't think the new Claritin effort, presenting an unbranded allergy medicine in a more informational setting, will confuse consumers.
"You've got to remember who you're utilizing," Ms. Lunden said. "I'm not just some actress. At this point everyone knows the connection [with Claritin]. I think it's a good way to do it."