This allergy season, the brand will donate $1 to the National Safety Council for every consumer who visits www.cleartodrive.com and takes an online pledge to drive safely. Claritin is seeking at least 30,000 pledges, as it promised to donate $30,000 maximum to the cause.
Claritin will also again sponsor Edwards on the NASCAR circuit. On April 26, he will drive the Claritin No. 99 Ford Fusion at the NASCAR Sprint Cup race at Talladega Superspeedway. Last year, Edwards was runner-up in both the NASCAR Sprint Cup Series and the NASCAR Nationwide Series point standings. He drives the circuit for the Roush Fenway Racing team.
Edwards will also be featured in Claritin's "Clear to Drive" ads and promotions, although Schering-Plough would not divulge details of them for competitive reasons.
The Web site does show a billboard featuring Edwards' photo and the quote: "I made the pledge to drive alert and focused, not drowsy."
Last year's campaign included PSA-type radio announcements exhorting drivers not to drive when they are sleepy. There was also a sweepstakes and contests with prizes, including a trip to a NASCAR race and a Ford Mustang GT Coupe.