merit
All our lives, we've been warned to fear the dark. It's the darkness that's supposed to be scary. But when it comes to our eyes, it's not the dark we need to be afraid of, it's the light. So to educate people on the scary effects of light on eyes, all kinds of light, we created a campaign-- Fear No Light.
We took a horror movie-like approach because our consumer research and social listening led us to the insight that millennials and Gen Z consume horror and horror-adjacent content more actively.
CAMPAIGN OBJECTIVE:
Deliver a 360 launch plan to position Rohto® Dual Light Relief as more than just a dry eye solution, but as an indispensable component of modern eye care and lifestyles.
TARGET:
Appeals to Millennial, GenZ and Gen Alpha audiences that are spending multiple hours on their digital devices, AND they expose their eyes to the sun (whether working in offices with big windows, driving, are spending time outdoors). This is the perfect indoor and outdoor eye drop that really fits with the target audiences’ lifestyle and eye care needs. ?
SINGLE MOST IMPORTANT THING TO SAY:
New Rohto Dual Light Relief provides the first ever eye drop specially designed to protect your eyes from the strains of indoor AND outdoor light sources.
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