Case Study: Rohto Eye Drops

Bringing a challenger brand back to life.

Rohto Eye Drops

Bringing a challenger brand back to life.


As a classic challenger brand, Rohto® faced a lack of brand awareness, limited distribution, and competitors with deep pockets.


Diving into the profiles of eye drop users to better understand their attitudes and behaviors, we not only discovered the key target for Rohto (Millennial males), but also that they loved zombies—just not what we dubbed “zombie eyes.”


media run

“This campaign broke new ground for us and got us noticed.”
Erick Estrada
The Mentholatum Company

The only good zombie is an authentically undead zombie.

When it came time to produce the spots, we went straight to the people who know the undead best and hired makeup artists from TV’s #1 zombie show.

We hit Millennials where they live. And watch.

Once complete, we ran our TV spots using direct-response methodology for more targeted exposure.

We also extended the campaign digitally, at point of purchase, and across social media.

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