Clear Eyes is launching a new brand campaign and consumer sweepstakes featuring long-\time spokesperson Vanessa Williams.
"My Shining Moment" supports the entire Clear Eyes portfolio with assistance from AFG& for creative; Golin for PR; Marketing Labs for shopper marketing; Always On Communication for media; and Philly Marketing Labs for digital execution.
"We wanted to launch a true brand-equity spot that demonstrates the beneficial and emotional role that Clear Eyes products plays in consumers’ lives," says Craig Rudner, senior brand manager, Prestige Brands.
The TV spot celebrates moments when people feel and look their best, thanks to their "clear and comfortable eyes." The ad runs across cable and DirecTV channels, including HGTV, Food Network, CNN, Lifetime, CBS, Hallmark, Oxygen and TLC, and will additionally appear on screen in Times Square through August.
The spot will be showcased online and supported with the other campaign video content.
A complementary digital gallery at cleareyes.com/myshiningmoment features photos and videos of "shining" moments submitted by a variety of creative influencers, including Williams and Bridges Aderhold, a professional eye portrait photographer.
Fans that submit their own photos and videos, or reply to relevant postings on Facebook, will be entered into a sweepstakes for a chance to receive an all-expense paid trip to Miami for a private photo shoot with Aderhold.
The digital gallery and sweepstakes is running through October 15.The brand's message will also be promoted on the Clear Eyes social media channels on Facebook, Twitter, Instagram and YouTube.