A TV campaign created by McCann-Erickson will be the first significant promotional activity the company has run for the range it acquired from Boots Healthcare International (BHI) in February. The work breaks later this month.
Optrex Dry Eyes Lubricating Eye Drops, which can be used by contact-lens wearers, and Lubricating Liquid Gel go on sale in pharmacies this month, priced £4.29 and £5.59 respectively. Their launch is being supported by point-of-sale material to educate consumers about the causes and treatment of dry eyes. Many confuse the symptoms of dry eye with other common eye complaints, according to Reckitt Benckiser.
The dry-eye treatment market is the fastest-growing sector for eye preparations due to the ageing population, more widespread use of PCs and the extended wearing of contact lenses.
Reckitt Benckiser is expected to announce the results of a review of its £350m global creative roster later this month. It called the review in March to reduce its roster from three to two agencies after the £1.9bn BHI acquisition added McCann-Erickson to its roster.
The agency has since withdrawn from the pitch due to a conflict with its client SC Johnson, leaving JWT and Euro RSCG as the remaining incumbents.
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