Novartis to back O2Optix lenses with Haygarth campaign
LONDON - Healthcare products company Novartis has hired Haygarth to handle the first direct campaign for its O2Optix breathable contact lenses.
The agency will run a test campaign for the brand, which will begin in April with a mailing sent to more than 150,000 opticians, contact lens users and spectacle-wearers. If successful, the work, which uses the line "Breathable lenses for the health of your eyes", will be rolled out on a wider scale.
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A separate mailing by Haygarth will target human resources departments.
The mailing is part of a wider TV and press campaign for O2Optix created by Grey London and a point-of-sale drive by Woolley Pau.
O2Optix is part of Novartis' CIBA Vision umbrella brand.
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O2Optix: Haygarth to handle campaign
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