Alcon recently began a national television, online, and print media campaign in support of Air Optix Colors prescription contact lenses.
Fort Worth, TX-Alcon recently began a national television, online, and print media campaign in support of Air Optix Colors prescription contact lenses.
According to the company, the national media campaign is aimed at reaching the fashion-forward and beauty-savvy female consumer through TV, online and print media. Thirty-second and 15-second television spots are now airing on several major network and cable channels, including NBC, CBS, TNT, TBS, Lifetime, Oxygen and more. A full-page print advertisement also targets females through placements in fashion and beauty magazines, including Glamour, Seventeen, Nylon, Teen Vogue and OK!
“We know that 40 million consumers are interested in changing their eye color so speaking to them directly through direct-to-consumer advertising is a key tactic for the U.S. launch of Air Optix Colors contact lenses,” said Lynn Smith, head of U.S. marketing for vision care at Alcon. “We also launched this campaign to help ensure that patients understand that Air Optix Colors contact lenses are prescription medical devices that require a visit to their eye doctor.”
“We see direct-to-consumer advertising as a win-win situation for both Alcon and eyecare professionals because it allows us to drive awareness for our brand while also driving patients into the offices of eye care professionals,” Smith said.