Claritin took to the skies today, writing its slogan across the downtown Toronto skyline over lunch in an attempt to grab attention and break through the (cloud) clutter.

‘Planning for the event started a year ago,’ Jean Lachance, senior brand manager, Claritin, tells MiC. ‘We thought ‘what could we do to have a breakthrough event?’ We reached out to our suppliers and got GearWerx Experiential Marketing involved in the process. They saw that we hadn’t ever had a campaign that involved people on the streets and got the ball rolling from there.’

A big departure from Claritin’s usual TV and OOH billboard campaigns, today’s stunt was created to get people thinking about the product in a positive way, Lachance said.

‘We want to bring people into allergy season with a smile on their face,’ he says. ‘It’s a chance to get people looking at the product in a bright way. Let them know allergy season is coming but give them a solution.’

Spotted! is an occasional column in MiC profiling innovative advertising we see out and about on the streets. If you have spotted an interesting ad, let us know!