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Bausch & Lomb Ads Link To Breast Cancer Fight

  • Brandweek, Thursday, April 10, 2008 12:15 PM

Bausch & Lomb will "go pink" with a 2008 ad campaign that is also set to help the Susan G. Komen Foundation raise cash in the fight against breast cancer. In its first cause-related marketing effort, Bausch & Lomb partnered with the Foundation last year, rolling out special pink packages of contact lens solution and donating 10% of the proceeds form the specially marked packages to it. But there was no ad support involved.

"The campaign was well-received and through research, we found that there was increased purchase intent and positive views toward the brand following last year's promotion," says Lisa VanDeMark, director of marketing for lens care at Bausch & Lomb. This time around, the campaign includes print and online advertising, along with special pink packaging.

The print effort will kick off in May, coinciding with Mother's Day, and will run through the summer with ads in major women's and lifestyle mags. The company is also bringing back the pink packaging for Renu Multiplus that will come with coupons, generating more money for the cause. It declines to disclose how much it will spend but Bausch & Lomb spent about $9.8 million on U.S. measured media for Renu in 2007, according to Nielsen Monitor-Plus.

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