BAUSCH & LOMB KICKS OFF $10 MIL EFFORT FOR EYE DROPS: VARIOUS BRANDS UNITED UNDER SAME THEME IN EMOTIONAL PUSH

By Published on .

Bausch & Lomb is restaging a number of its previously independent eye-drop brands with a new "See how it feels" TV campaign budgeted at $10 million.

A new effort behind allergy drops Opcon-A breaks on prime-time network programming and cable TV today, from Warwick Baker O'Neill, New York. TV spots for Moisture Eyes -- previously named Moisture Drops -- broke last week, and commercials for Computer Eye Drops began in mid-February.

Each of the product ads carry the same music and theme line.

LEVERAGING BRAND POWER

"The assignment was to leverage the power of the Bausch & Lomb brand across what had been disparate products," said Kevin O'Neill, president-chief creative officer at Warwick. "Like in many categories, the tried-and-true ain't so tried-and-true anymore. This campaign varies greatly from the spokesman/demonstration model and tries to be more emotional."

The commercials show a girl spinning in an afternoon rain shower -- for Moisture Eyes -- and a family flying a kite, for Opcon-A.

"We thought because it is about eyecare, it should be beautiful," Mr. O'Neill said.

The campaign carries the largest ad budget ever for Bausch & Lomb's General Eye Care division, part of a larger investment from the company behind its Vision Care division. Bozell Worldwide, New York, was assigned creative on a $55 million global effort late last year.

SMALL BUT GROWING CATEGORY

Antihistamine allergy drops is a small but growing category in the huge $1 billion eye/lenscare category, making up about $50 million total in sales. Most brands crossed to over-the-counter sales from prescription in late 1995.

Alcon Laboratories' Naphcon-A, which receives no major advertising, is the leader among allergy drops, according to Information Resources Inc. Just behind is Opcon-A and then Pfizer's OcuHist.

Pfizer broke an estimated $5 million campaign for OcuHist in mid-March, from Partners & Shevack, New York.

In this article:
Most Popular