Claritin, Zyrtec Enlist Celebrities For Promo


Claritin is teaming up with "American Idol" judge Kara DioGuardi to share her story and encourage others to do the same for a chance at stardom in an online commercial.

The allergy manufacturer wants to learn what millions of American allergy sufferers are able to do when they aren't hindered by bothersome symptoms. A video contest gives them a chance to share their stories. The winner will star in an online Claritin commercial and receive $10,000.

From now until April 20, allergy sufferers can go to to submit a video showing what they have been enabled to do -- from the everyday to the extraordinary -- as a result of not having to deal with allergies. Five finalists will win $1,000, a one-year supply of Claritin products and have their videos featured on the Living Clear Web site.



Once the finalists are revealed on May 6, consumers can vote for their favorite video. By voting, they will have a chance to win one of 24 instant prizes daily. Participants can vote as often as they wish, with a limit of one game play per day. Songwriter and producer DioGuardi details her struggles with allergies on the microsite for the contest. Claritin is made by Whitehouse Station, N.J.-based Schering-Plough Consumer HealthCare, a subsidiary of Merck & Co.

Zyrtec enlisted actress Alison Sweeney to pitch the new liquid gels from Fort Washington, Penn.-based McNeil Consumer Healthcare. Known for her starring roles on "The Biggest Loser" and "Days of Our Lives," Sweeney also suffers from indoor and outdoor allergies. Sweeney made an appearance at the "Race Against Your Allergies" held March 19 in New York City's Madison Square Park. The race, in honor of the first day of spring, featured some unusual runners -- six, 5-foot-tall noses representing some of allergy sufferers' worst symptoms.

Zyrtec spokesperson Teresa Panas declined to comment on whether Sweeney would appear in any forthcoming Zyrtec marketing beyond the one-time appearance at the event.

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