ZYRTEC ALLERGY MEDICINE
The Zyrtec RX to OTC switch was the most successful launch in the history of Johnson & Johnson's consumer health business. Even with such a successful over-the-counter launch, and momentum as the largest brand in the Johnson & Johnson OTC portfolio, we began with the need to significantly increase awareness. I was tasked with building the brand of Zyrtec. Our Muddle No More campaign has accomplished that goal. Zyrtec moved from single digit recall in 2009 and a position 30 share points behind the category leader, to 60% awareness in 2017 and .2 share points behind the leader. In 2018, we became the #1 allergy brand for the first time. Our work has been honored at Cannes, One Show, Clios, Effies, and with the prestigious Jay Chiat Award. Mashable called us out for “harnessing the magic of online.” Google included us in their annual list of Brands Making a Significant Digital Impact. And Nielsen reports that our commercials are the most memorable in the category for both 2017 and 2018. Considering that we are outspent 3-to-1, we've demonstrated the power of a strong brand idea, executed with a fully integrated strategy.
