Campaign details
Brand: EyeloveBrand owner: ShireAgency: Digitas Health LifeBrands
Campaign Summary
To prepare the way for its biggest launch to date, that of its new dry-eye drug Xiidra, Shire developed a disease-awareness campaign for dry eyes featuring actress Jennifer Aniston talking about her own dry-eye condition.
- The generous multi-channel campaign signals Shire's arrival in the ophthalmology market as well as setting the stage for competition between Xiidra and the current market leader, Allergan's Restasis.
- The unbranded eyelove campaign addresses both professionals and patients and seeks to educate women about their eyes, focusing on all the...