Spring is here, and for store-bought allergy medications, now is the time to get noticed.
Market research firm YouGov asked 4,500 U.S. adults each weekday, from January through mid-March, their feelings about five brands: Zyrtec, Claritin, Benadryl, Sudafed and Allegra.
"The data reinforces the idea that CMOs have to be nimble, especially in pharmaceuticals," said YouGov BrandIndex CEO Ted Marzilli. "You have to have the flexibility on when to pull the trigger on millions of ad dollars, and consumers will react in kind. This year's mild winter meant an early spring. The consequence is a late start to flu season and an early start to allergy season. Benadryl and Claritin look like they have a timely jump at just the right time. It may be a challenge for the others to catch up."
This story first appeared in the March 28 issue of Adweek magazine. Click here to subscribe.