THE NEED / In anticipation of spring allergy season and heavy competition, Claritin wanted to tout their non-drowsy allergy relief in a way that brought the key benefit to life.
THE IDEA / Who can't afford to be drowsy on the job? Try NASCAR driver (and real-life allergy sufferer) Carl Edwards.
HOW IT WORKED / To ensure strong display activity, we created a match and win game that put "lap times" into the hands of millions of consumers - driving them to in-store displays to see if their codes matched. Winners got something sure to keep them awake - a full-speed ride around the track with Carl himself.