Johnson & Johnson launches magazine incentive campaign

The customer initiative, entitled ÔTry a new lookÕ, invites consumers to trial one of the contact lenses in the Acuvue range and either have a free three- or 12-month magazine subscription, depending on whether they decide to buy a supply.
The campaign runs until the end of November 2001 and offers a choice of 12 magazine subscriptions including Vogue, Elle, Vanity Fair, GQ, House & Garden and Conde Nast Traveller.
The customer incentive is supported by stylish in-store display posters and leaflets.
Julie Wilks, director of marketing for Johnson & Johnson Vision Care, said the magazine subscription offer would help practices to drive contact lens trials, and was just one part of the companyÕs overall drive to encourage consumers to consider the Acuvue contact lens range.
ÔThe campaign ties in with our recent extensive advertorial campaign which continues to run throughout top menÕs and womenÕs consumer magazines, such as Elle and GQ, until November 2001.
ÔHopefully, this promotion will enable participating eye care practices to enjoy further the benefits that contact lens customers can bring to the practice, including increased patient loyalty for eye care practitioners,Õ she said.