No conflict seen in Claritin role

By Published on .

Joan Lunden's upcoming visibility on in-store TV isn't slowing down her advertising career as Claritin pitchwoman.

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."

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