• by Tanya Gazdik , June 30, 2009

ReNu MultiPlus becomes ReNu Fresh Lens Comfort and ReNu Multi-Purpose Solution becomes ReNu Sensitive Eyes. New packaging hits stores this month.

Campaigns for both products include the www.renufresh.com Web site, a free-standing advertising insert distributed in newspapers nationally, in-store shelf talkers and banners, and an online advertising and search keyword campaign. The Web site, which features lens care information and tips for consumers, includes a Bausch & Lomb Wear & Care video and a coupon for Fresh Lens Comfort solution. Consumers are also able to vote for their favorite fresh image of the day. The campaign is planned to run through November.

"We intend to rejuvenate the ReNu brand by making it more relevant to consumers," Adnan A. Khan, senior product manager, lens care, tells Marketing Daily. "The name and packaging change are a part of a broader ReNu strategy that will help simplify the consumer buying experience based on their respective needs -- whether they are looking for a fresh lens feeling every day or a gentler solution for sensitive eyes."

The previous packaging was dark blue and difficult to distinguish for consumers, so that's why the taglines were added -- to help at in-shelf and also to communicate to consumers and help them figure out the formula that best meets their needs.

"We felt that it was time to rejuvenate our original ReNu brand of lens care solutions through a consumer need-driven portfolio approach that clearly articulates the specific benefits of each formula," said Steven Robins, president, North America, Vision Care, in a statement.

Banner ads will run on sites including: Amazon, Evite, Google, iVillage, Martha, MSN, Real Age, Shutterfly, Travelocity, Tremor and US Weekly. There is a large emphasis on SEO and search.

The company also recently established a dedicated U.S. lens care solution and eye care product sales force that is primarily responsible for engaging with eye care practitioners and keeping them updated on the benefits of Bausch & Lomb products for their patients and their practice. One of the team's first tasks is to introduce eye care practitioners to the rebranding of the ReNu portfolio.

The Eye Care Specialist team is currently focused on reaching eye care practitioners in the eastern half of the U.S. The program may also expand to the western half of the country next year.

Meanwhile, Bausch & Lomb is also conducting a multimillion-dollar consumer online marketing campaign for the U.S. launch of SofLens daily disposable contact lenses. This multifaceted campaign targets adults ages 25 to 34 and is designed to generate knowledge and interest in the benefits of wearing daily disposable lenses.

The company also has launched the Center for Patient Insights -- a first-of-its-kind initiative that strives to increase access to unbiased industry information, trends, market research, and insights for U.S. eye care professionals.