J&J – Consumer Health Care: Engaged Eyes Drive Sales

LBi

Entry Information

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date program started/ended: July 15, 2010 – December 31, 2010

Product Description: Visine "Tired Eye Relief" and "Maximum Redness Relief" premium eye drop formulas

Advertiser/Client Name: J&J – Consumer Health Care
Media Channels:
Web Advertising
Website: http://www.2011submissions.com/visine/

Strategy

Marketplace challenge:

Visine has been a leader in the eye care category for more than 50 years, providing consumers with a portfolio of products to relieve redness, irritation, dryness and eye allergy symptoms. However, in recent years, Visine has been challenged by strong competitors in the Dryness segment that have professionally-driven businesses, based on doctor endorsement and professional marketing efforts. In contrast, Visine has a consumer-driven business and marketing model that lacks doctor/professional endorsement/advocacy. In response to recent competition, the brand decided to apply its consumer-driven model to the Dry Eye segment. The team identified an opportunity to capture consumers who suffer from tired, overworked eyes (mild dry eye symptoms, in consumer terms) who often do not realize that an eye drop would provide relief. Rather than focus on general messages to all segments about eye irritation, the team identified several audience segments that, whether they recognize it or not, would derive clear benefits from eye drop usage in the pursuit of their passions. These targets ("Desk Jockey," "Party Set," "Gamer," "Outdoor Enthusiast") might not currently consider eye drops, but timely Visine messaging could address appropriate usage and segment-specific benefits.