Bausch & Lomb launches a 1m pan-European cinema campaign this week for its disposable contact lenses. The ad, by Paling Walters Targis, features a man apparently planning to end a relationship with his girlfriend until it transpires that he is actually bidding his contact lenses goodbye. The strapline is: ‘Don’t get too attached.’ The commercial will initially run in the UK and Italy, before being rolled out across Europe. It is the first time Bausch & Lomb has supported its products with a cinema campaign. A press campaign will also run in the women’s and style press. Media buying for the campaign is being handled by AMS Media.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.