Ciba Vision wants to make contact with teens

Eye care brand Ciba Vision is planning an integrated marketing campaign for its contact lense products targeted at the teenage market and the opticians that serve them.

Ciba Vision Campaign

The campaign, created by Haygarth, has a consumer focus that targets teenagers who wear glasses with the concept of trying contact lenses and a trade focus to help opticians communicate the benefits of contact lenses.

The consumer activity, launching at the beginning of July encompasses outdoor, in-store and an on-pack promotion to gain access to free cinema tickets through collecting on-pack codes.

The trade activity involves a three stage direct marketing campaign to opticians. It will start with a teaser mailing to raise the question of whether contact lenses are right for teenagers.

This is then followed by a film mailing that focuses on the benefits of the product, ‘See it through their eyes’ featuring testimonials from teenagers using contact lenses and eye care practitioners. Lastly, it will communicate the way the brand is supporting the trade and what in-store merchandising is available.

‘The creative has been designed to stand out from the raft of material opticians receive on a daily basis,’ says Martin Steel, creative director at Haygarth. “The consumer execution is then designed to appeal to the teenage market using fresh, interesting images and an attractive offer of cinema tickets.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here