As a classic challenger brand, Rohto® eye drops faced a lack of brand awareness, limited distribution, and competitors with deep pockets.
Category
Health & Wellness
Services
- Campaign planning
- Campaign concepting
- Creative development
- Video production
- Collateral design
- Digital design
The results
+27%
sales during media run
Capitalizing on a zombie-sized opportunity
Diving into the profiles of eye drop users to better understand their attitudes and behaviors, we discovered two important insights: first, the key target for Rohto was Millennial males. Second, like much of America over the last two decades, they absolutely loved zombies—just not what we dubbed “zombie eyes.”
Tapping the experts to maximize authenticity
The only good zombie is an authentically undead zombie. When it came time to produce the Rohto commercials, we went straight to the people who know the undead best and hired makeup artists from TV’s #1 zombie show.
Hitting Millennials where they live. And watch.
Once the spots were complete, a DRTV buy allowed us to cost-effectively gain mass reach and maximize impressions with our target across a wide range of networks and programming.
We also extended the campaign digitally, at point of purchase, and across social media.
“This campaign broke new ground for us and got us noticed.”
—Erik Estrada, The Mentholatum Company
