Schering-Plough spends a bundle on Claritin advertising -- some $173 million last year. Claritin also sells well -- more than $1 billion in 1998. Claritin advertising under the 34-year-old Mr. Andrzejewski -- who was product manager for the drug when it launched in 1993 and has risen through Schering's ranks on Claritin's success -- has repeatedly broken new ground, from its use of celebrity (Joan Lunden) to its recent tie-in as a sponsor of Major League Baseball. Last year, Mr. Andrzejewski became Schering-Plough's VP-marketing, giving him the opportunity to apply his magic touch to more products and categories.