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Eyes on Puerto Rico: Johnson & Johnson Markets New Contact Lenses Directly to Consumers
Date:2/28/2008

Campaign Marks First Multimedia Effort to Launch Contact Lenses in Puerto

Rico

SAN JUAN, Puerto Rico, Feb. 28 /PRNewswire/ -- Johnson & Johnson Vision Care, today announced a multi-faceted marketing campaign designed to promote ocular health and highlight the availability of 1-DAY ACUVUE(R) MOIST(TM) Brand Contact Lenses in Puerto Rico, the Caribbean and Central America.

Following its launch of 1-DAY ACUVUE(R) MOIST(TM) in 2007's Optometry Congress, Johnson & Johnson Vision Care is taking its message directly to consumers with a campaign emphasizing the health benefits associated with daily disposable contact lenses. The company has partnered with McCann Erickson of Puerto Rico to design a comprehensive marketing plan focusing attention on the health, comfort and convenience benefits of its new product, while emphasizing the importance of getting an annual eye exam.

"We are breaking new ground in Puerto Rico by launching a new brand of contact lenses with a campaign that simultaneously leverages print, mass media and community outreach programs to communicate our message directly to consumers," said Eric Allred, Johnson & Johnson Vision Care's Country Manager for the Caribbean and Central America. "Our goal with this concerted effort is twofold; communicate the health benefits of using daily disposable lenses while reminding consumers to get their eyes checked."

"In addition to being the most effective way for us to check someone's vision and eye health, an eye exam is a great tool for the early detection of diseases like glaucoma, diabetes, multiple sclerosis and high blood pressure," says Dr. Wilfredo Cruz O.D., president of el Colegio de Optometras de Puerto Rico. "Johnson & Johnson's commitment to ocular health is not only evident in the quality of products like 1 Day Acuvue Moist but also in their involvement with the community."

Currently being executed, the first phase of the campaig
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SOURCE Johnson & Johnson
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