Crizal's multimedia consumer ad campaign will launch in March. |
The company’s investment in the media campaign is estimated to be about $15 million, an Essilor spokesperson confirmed.
Leading the campaign, the TV commercial demonstrates the benefits of Crizal No-Glare lenses to patients and how these lenses provide the clearest vision possible in any condition. The commercial shows how Crizal lenses defeat the five enemies of clear vision—glare, scratch, smudge, dust and water.
“Essilor has been testing television and radio advertising in two markets since November 2008, and the positive results generated for independent ECPs in those markets led to this national expansion,” said Carl Bracy, senior vice president of marketing for Essilor of America. “We hope to increase office traffic and demand for No-Glare lenses, making it easier for ECPs to dispense Crizal, leading to patient satisfaction and practice growth.”
The multimillion dollar campaign is expected to at least reach 250 million consumers, Essilor said, and run from March 7 through the end of the year. It will run on top cable television stations; online sites such as Yahoo, MSN, Weather.com, iVillage, and others; popular radio formats such as talk, oldies, classic hits, news, sports, adult contemporary and others; and also in major consumer publications.
To further support the ECP, Essilor is also launching a comprehensive tool kit that includes in-office merchandising materials, such as tent cards, frame-board displays, posters, cubes, and more. The tool kit also includes a training presentation on how practices can maximize this opportunity with their patients. The TV and radio commercials are posted at www.crizalusa.com.
