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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 campaign includes a sizeable investment in television, print, radio and outdoor advertising, as well as a complimentary 5-day trial pack offer when patients complete an eye exam. Telemundo, TBS, E!, and Lifetime are among the television stations running Johnson & Johnson's 30-second spot. In print, full page ads can be seen in Caras, Cosmopolitan, Vanidades and Buena Vida. Billboards and a building mesh in Santurce complete the company's outdoor strategy.

As the campaign transitions into its second phase, some mass media elements will be replaced with a comprehensive public relations and community outreach program. Scheduled to be rolled-out in the coming months, these latter programs have been designed to underscore the health benefits of an eye exam through experiential games and interactive events.

1-DAY ACUVUE(R) MOIST(TM) -- A Breakthrough in Comfort

Available for the first time in the Caribbean and Central America, 1-DAY ACUVUE(R) MOIST(TM) incorporates a breakthrough technology that permanently embeds a water holding ingredient, similar to that found in natural tears, into the contact lens material. LACREON technology combines the health benefits of daily disposable contact lenses while keeping lens moist and comfortable all day long.

These new daily disposable lenses also eliminate the need for cleaning, disinfecting solutions, and storage making them a healthier alternative for all contact lens users. Moreover, 1-DAY ACUVUE MOIST blocks approximately 82% of UV-A radiation and 97% of UV-B radiation. On average, contact lenses without UV blocking block approximately 10% of UV-A radiation and 30% of UV-B radiation.

As with other contact lenses in the market, 1-DAY ACUVUE(R) MOIST(TM) is available by prescription only for vision correction. An eye care professional will determine whether contact lenses are right for individual patients. For more information patients can contact their eye care professional or visit http://www.acuvue.com.

About Johnson & Johnson Vision Care

Twenty years after revolutionizing the contact lens industry with the introduction of the first disposable soft contact lens, Johnson & Johnson Vision Care continues to be an industry vanguard. Today, the company specializes in disposable contact lenses which it markets under the ACUVUE(R) brand. For more information visit http://www.acuvue.com.


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SOURCE Johnson & Johnson
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