Johnson & Johnson Vision was preparing for their launch of the decade: ACUVUE OASYS MAX 1-Day contact lenses. MAX was the first-ever contact lens to be developed in both sphere and multifocal at launch. The challenge was the marketing team was running behind schedule, and the 2022 global launch was looming.
J&J Vision asked us to parachute in and develop the strategic roll out and creative campaign in less than 2-months. Working within this accelerated time frame, the campaign was tailored towards the primary audience of eye care professionals, followed by generating demand with the consumer base as production ramped.
In the contact lens category MAX was positioned as an upgrade premium product, giving us the opportunity to elevate the creative and take the well-known ACUVUE brand to a new level. We focused on the always-on lifestyle of today’s contact lens wearers. Through rounds of testing and rigorous medical, regulatory and legal review, we refined claims and campaign messaging to demonstrate how life demands more, life demands MAX.
Animated waves represented ’chaos to calm’: Chaotic lights reflecting life’s intense demands, with calm streams portraying the soothing feel of the lenses. Ad test scores exceeded expectations. Upon approval we built a library of key art for global rollout, and completed the US market launch.
The digital campaign came to life in complex animated renders to create immersive and engaging experiences for campaign pages, digital ads, sizzle videos, and sales aids. We ensured continuity across all applications, architecting global brand guidelines and templates for regional customization.
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