Campaign directs public to the practice door

Johnson & Johnson Vision Care has launched a new multi-media advertising campaign for 1-Day Acuvue Moist.

The campaign includes national television, radio and magazine advertising along with posters on the London Underground, at mainline train stations and in bars, clubs and gyms across the UK.

The campaign will also feature its own URL which directs consumers to their local Acuvue Centre of Excellence practitioner for a free trial of 1-Day Acuvue Moist.

Launched at an event in London, the campaign focused on the new Lacreon technology used in the development of the lens, which works by 'locking a water-binding agent into the etafilcon A material'.

J&J UK and Ireland managing director Sophie Dutilloy said: 'We are very excited about the launch of the 1-Day Acuvue Moist advertising campaign.

The aim is to highlight how this key product keeps eyes feeling refreshed and comfortable as well as drive more patients through practice doors.'