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CIBA Vision Has An Eye On Its Female Demographic With Its First-Ever Contact Lens Super Bowl(R) Ad
Date: Jan 19, 2005
Contributor: Walter Manson
ATLANTA, Jan. 11 /PRNewswire/ -- Hoping to capture the attention of females, CIBA Vision will air a new, specially-edited commercial for its breakthrough contact lens, O2OPTIX(TM) during the coveted second spot of Super Bowl XXXIX. O2OPTIX is a revolutionary breathable lens that delivers up to five times more oxygen than the leading soft contact lens(1) and only an event as big as the Super Bowl can match the magnitude of CIBA Vision's innovation.
"We know that female professional football fans are on the rise, and almost as many women as men will be tuning in on Super Bowl Sunday," said Karen Gough, CIBA Vision's President of the Americas. "We are changing the game in our category with the introduction of a major product innovation, and by also making a significant investment to advertise to our female target during the biggest sporting event of the year."
This strategy takes Ms. Gough back to her marketing roots at the NFL, where she developed a talent for utilizing unique avenues to reach women, back when females were not a primary audience. Ms. Gough, a formidable marketer who has experience working with big brands at other companies such as PepsiCo, Coca-Cola and Earthlink, recently joined CIBA Vision.
Over time, Super Bowl has become one of the most watched events of the year. Women comprised nearly half of the 89 million viewers that tuned in to Super Bowl XXXVIII from approximately 45 million homes across the United States(2) -- 44% more than the number who tuned in for the 2004 Academy Awards(3). And, Super Bowl offers an audience that is receptive to ads with as many as 99.5% of viewers retained during commercials(4).
"CIBA Vision is one of the few marketers responding to this audience reality," said Jason Maltby, Senior Partner Co-Executive of MindShare, a global, full-service media investment management company. "Although more women are watching the Super Bowl than ever before, not many marketers have regarded the event as an opportunity to reach one out of three women in America."
While women make up 68%(5) of all soft contact lens wearers, viewers can expect to see a commercial that will appeal to men as well. The spot invites the audience inside the "O," to experience O2OPTIX for whiter, brighter and healthy-looking eyes, something that resonates with anyone who wears contact lenses. In the ad, men and women exchange playful glances as if a special connection has been forged from one contact lens wearer to another.
The Super Bowl spot is just one of the components in CIBA Vision's overall marketing strategy targeting females. CIBA Vision will continue to promote O2OPTIX through print, online and additional broadcast placements throughout the year.
Breathable O2OPTIX contact lenses are designed to help reduce symptoms (end-of-day discomfort, redness) potentially associated with corneal oxygen deficiency. O2OPTIX is an excellent choice for those patients who wear their lenses for many hours during the day. O2OPTIX has FDA approval for daily wear and extended wear up to six nights, with recommended replacement after two weeks.
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