While the exact advertising budget hasn't been set yet, spending will range from $20 million to $35 million as the company continues to roll out the lenses. The theme is "Clearly superior."
Grey Advertising, New York, picked up the business in January, with a number of Grey units being used to produce an integrated marketing campaign. The effort uses not only the parent agency but GCI, Grey Design, Grey Direct and Grey Healthcare.
Diamonex, a unit of Monsanto Co., is following the trend of pharmaceutical marketers in going direct to consumers.
"If we educate the consumer, they will make a choice in our favor," said Don Hamblen, VP-business development at Diamonex.
The consumer advertising will consist of TV spots, with radio and print support "when appropriate," Mr. Hamblen said. While the bulk of the campaign will be "heavily skewed to consumers," he said there will be professional ads directed to opticians and trade advertising directed to retailers.
In winning the Diamonex pitch in January, Grey touted its integrated services capabilities. Other contenders were Y&R Advertising, Chicago, and McCann-Erickson Worldwide, New York.
Grey USA President Robert Berenson said Diamonex was not only without a marketing direction when it first approached the agency, but also was without a logo or brand image or a marketing plan for the new lenses.
Grey Design created a logo, brochure and a scratch-resistant demonstration for the product; Grey Direct is doing trade mailings; GCI is coordinating public relations efforts; Grey Healthcare is handling the effort directed to professionals.