Johnson & Johnson - Visine Total Eye
The CompanyJohnson & Johnson is a global pharmaceutical, medical device and consumer packaged goods manufacturer founded in 1886.
The Task
Johnson & Johnson's Visine division was ready to launch a new eye care product and needed a brand extension to complement the master brand.
The Addison Whitney Solution
Verbal Branding
The new ad messaging positions the eye wipes as a product that can clean allergens and irritants from around the eyes while being a gentle cleanser and make-up remover. With that in mind, the Addison Whitney creative team ultimately recommended Visine Total Eye as the new sub-brand. The wide range of benefits the product offered made this descriptive name the top choice.
Our creative talents were extended further to explore tagline options for the new offering. "Soothes without the rub" fit the targeted messaging. The goal was to communicate how the product can clean and soothe while avoiding having to rub the eye that could lead to further eye irritation.
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