Johnson & Johnson Vision Care

Lisa Dreeke, Director, Global Brand Equity, ACUVUE®
Kelly Gottfried, Vice President, Global Brand Management
Rayne Pacek, Director, US Marketing, ACUVUE® Brand Equity, Digital and Define®

Deutsch *Lead Agency

Jayme Maultasch, EVP, Group Account Director
George Decker, EVP, Group Creative Director
Samantha Lee, Senior Account Planner
Val DiFebo, CEO, Deutsch Inc

J3

Matt Smith, VP, Group Partner, Integrated Planning

Marina Maher Communications LLC

Christina Fuschetto, Vice President

R/GA

Christine Claxton, Account Director

How does the leader in contact lenses reverse the share stolen by aggressive competitors? By bringing humanity into a highly functional category. We had three objectives: connect with our audience beyond vision correction, spark the ask for ACUVUE®, and outpace the category. By tapping into a powerful insight, we triggered an emotional response, and moved considerers to actively ask for ACUVUE®. We've acquired more new wearers than our competitors, outperformed our #2 competitor by 4.7pts, and became the only contact lens brand with new wearer growth in 2015.