The brand is aiming to differentiate itself from other contact lens brands and demonstrate that the lenses have been designed to help wearers see better in the dark.
The ads, created by OgilvyAction, feature images of a giant white rabbit towering over traffic in the middle of a New York street at night.
The campaign communicates that as light begins to fade in the early evening, vision is less clear and eyes can start playing tricks on you. It uses the strapline: “See right at night. Strange things happen after dark.”
OgilvyAction has also produced in-store material for opticians including window posters, counter cards and leaflets providing consumers with product information and a chance to win a holiday in New York.
In-store material features smaller white rabbits dotted across a New York street scene and offers SofLens customers the chance to win five nights in New York City if they can spot all the rabbits in the picture.
The in-store campaign reads: “Light fades. Reality changes. As your pupils dilate, you could begin to see things that shouldn’t be there: like halos around lights, haziness around objects and in some extremely rare cases… giant rabbits.”
Eric Kaiser, senior brand manager at Bausch & Lomb, says the “tongue-in-cheek campaign communicates how SofLens daily disposable contact lenses provide clear, crisp, clear vision in low light conditions.”
The campaign breaks in the UK this week and is being rolled out across Europe in France, Italy, The Netherlands, Spain and Sweden.