Eyes on Puerto Rico: J&J markets new contact lenses.

Johnson & Johnson VisionCare announced a multi-faceted marketing campaign designed to promote ocular health and highlight the availability of 1-DAY ACUVUE MOIST Brand Contact Lenses in Puerto Rico, the Caribbean and Central America.

The company has partnered with McCann Erickson of Puerto Rico to design a comprehensive marketing plan focusing attention on the health, comfort and convenience benefits of its new product, while emphasizing the importance of getting an annual eye exam.

“We are breaking new ground in Puerto Rico by launching a new brand of contact lenses with a campaign that simultaneously leverages print, mass media and community outreach programs to communicate our message directly to consumers,” said Eric Allred, Johnson & Johnson Vision Care’s Country Manager for the Caribbean and Central America. “Our goal with this concerted effort is twofold; communicate the health benefits of using daily disposable lenses while reminding consumers to get their eyes checked.”

“In addition to being the most effective way for us to check someone’s vision and eye health, an eye exam is a great tool for the early detection of diseases like glaucoma, diabetes, multiple sclerosis and high blood pressure,” says Dr. Wilfredo Cruz O.D., president of el Colegio de Optometras de Puerto Rico. “Johnson & Johnson’s commitment to ocular health is not only evident in the quality of products like 1 Day Acuvue Moist but also in their involvement with the community.”

Currently being executed, the first phase of the campaign includes a sizeable investment in television, print, radio and outdoor advertising, as well as a complimentary 5-day trial pack offer when patients complete an eye exam. Telemundo, TBS, E!, and Lifetime are among the television stations running Johnson & Johnson’s 30-second spot. In print, full page ads can be seen in Caras, Cosmopolitan, Vanidades and Buena Vida. Billboards and a building mesh in Santurce complete the company’s outdoor strategy.

As the campaign transitions into its second phase, some mass media elements will be replaced with a comprehensive public relations and community outreach program. Scheduled to be rolled-out in the coming months, these latter programs have been designed to underscore the health benefits of an eye exam through experiential games and interactive events.