• by Fern Siegel , August 16, 2024

Eyecare brand Rohto has tasked The BAM Connection with launching its new product: Dual Light Relief.

The agency debuted the integrated creative campaign “Fear No Light” on social media, including Instagram, TikTok, YouTube and via select creators/influencers.

Rohto Dual Light Relief treats eye strain and irritation caused by digital screens and sunlight exposure.

Rob Baiocco, co-founder-executive creative director, BAM Connection, told Out to Launch: "Being afraid of the light is not only true because of the issues it can cause your eyes, but also turns a known cliché on its head. All our lives we've been told to be afraid of the dark. Borrowing from that scary-movie genre felt like the perfect way to make this unexpected turn in a fun, dramatic way.

"The majority of OTC brands are not lifestyle brands, like Nike, Pepsi or Cover Girl. They solve a specific problem. A problem someone has right now: heartburn, a headache, dry eye, a rash. A problem they want to go away asap. That creates a much different dynamic with a distinct marketing psychology behind it. The creative magic has to spring from that mindset."