Acuvue Define: Hitomi ** Rhythm 1:2:1

David Marquez-Clemente and Casey Grant

Campaign details

Brand owner: Johnson & Johnson Vision Care Japan
Brand: Acuvue Define
Agency: McCann Worldgroup
Country: Japan
Channels used: Branded content, Internet - display, Internet - microsites, widgets, Internet - search, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

Marketing 'beauty benefits' in a highly regulated therapeutic category is one of the toughest strategic and creative challenges one can undertake – yet that is exactly what Acuvue Define faced in Japan.

Acuvue Define is a unique contact lens targeting young ladies, designed to make their eyes look bigger, brighter and more defined – while still providing outstanding vision correction.