Claritin: Really Committed to a Good Night's Sleep

Brand marketers know the power of a strong brand name. That's why they often don't hesitate to extend the brand by applying that name to a line of related products.

In the pharmaceutical industry, it's common for a well-known brand name to be extended into other similar branded products. Tylenol, for instance, is now available in a growing variety of products, including regular strength, extra strength, Tylenol 8 Hour, Tylenol Arthritis, Tylenol Sinus Congestion, Tylenol Cold Multi-Symptom, Tylenol PM, and Children's Tylenol.

But extending a drug brand to a non-drug item is unusual and might even be risky if the association isn't clear in the consumer's mind. So it will be interesting to gauge consumer reaction to a new line of "allergen barrier fabric products" being launched by London Luxury in an exclusive licensing agreement with Merck Consumer Care, makers of Claritin, the leading non-drowsy, over-the-counter allergy brand in the US.

London Luxury will create a collection that functions as a barrier to dust mite, pet dander and other allergens "while still maintaining the comfort, breathability, and luxury that consumers expect from top-of-the-line bedding," says the company.

"Allergists recommend the use of allergen barrier bedding as a tool to help control allergy symptoms," says Marc Jason, CEO of London Luxury. "This is an opportunity to extend our brand and reach consumers in new, innovative ways," adds James Mackey of Merck Consumer Care.

Interesting. Who knows what could be next: Excedrin baseball caps... Prilosec meatballs... ?