Alcon has announced the launch of a new direct-to-consumer campaign for its Dailies Total1 contact lenses.
It will include a TV advertisement explaining the technology and materials used, which will be aired on ITV 1, Sky 1, Film 4 and E4 in July, September and October.
The campaign will also feature print and online adverts and a new UK microsite with trial coupons and consumer competitions.
Pierre Bourdage, general manager of Alcon UK & Ireland, said: ‘This is not just about Dailies Total1. This is about growing the whole category. By focusing on this market-leading product, we want to attract more wearers into the contact lens category, whether it is for occasional or regular daily wear.’
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