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SCHERING LAUNCHES CRITICAL CAMPAIGN FOR CLARITIN FOLLOW-UP

Hopes to Switch Consumers to New Clarinex

By Published on .

NEW YORK (AdAge.com) -- Schering-Plough Corp., Kenilworth, N.J., broke a critical TV, print and out-of-home campaign for Claritin successor Clarinex last week that seeks to position the drug as the only non-sedating antihistamine for indoor and outdoor allergies.

Spending was not disclosed.

TV commercials

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from WPP Group's CommonHealth Quantum Group, Parisppany, N.J., feature music from The Who's rock opera Tommy and voice-over by actor Peter Coyote.

Schering is aggressively trying to switch Claritin users to Clarinex before a patent expiration at year-end.

Late last week, the company said it intends to convert prescription Claritin into an over-the-counter product.

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