Alcon has launched a ‘high profile,’ direct-to-consumer marketing campaign for its water-gradient contact lenses, Dailies Total1.
At the heart of the initiative is a television advertisement that starts this month explaining the technology and materials used in the contact lenses, with an emphasis on long-lasting comfort.
The advertisement explains that a busy lifestyle requires contact lenses that can “keep up,” and Dailies Total1 are contact lenses that: “Feel like nothing.” It will be aired across various channels including ITV 1, Sky 1, Film 4 and E4.
Alongside the TV advertisement campaign, the integrated campaign will feature print and online adverts, a new UK website and trial coupons, as well as consumer competitions, including a top prize of four luxury shopping trips to Paris with £1000 spending money.
There will also be a social media campaign, consumer PR and in-store materials for practitioners through to the end of September.
Alcon UK and Ireland general manager, Pierre Bourdage, said: “This is not just about Dailies Total1. This is about growing the whole category. Dailies Total1 is a unique lens recognised by eye care professionals as a game-changing product. By focusing on this market-leading product, we want to attract more wearers into the contact lens category, whether it is for occasional or regular daily wear.”
Designed to mimic the environment of the cornea with a water content of over 80% at the surface, Dailies Total1 contact lenses maintain 100% of their surface lubricity, even after a full day of wear, according to Alcon.
For more information, visit the Alcon website.