Thea Pharmaceuticals develops and manufactures products that support ophthalmic care and eye health in the UK and Ireland. One of their leading brands is Thealoz Duo, preservative-free eye drops for the treatment of Dry Eye. To accelerate consumer awareness, drive sales and distribution they asked us to translate its core benefits in a simple, 20-second television ad.
Dry Eye affects 1 in 5 people in the UK and is caused by a variety of factors, including computer use, hormonal changes, air conditioning and the environment. Thealoz Duo eye drops are a clinically proven solution containing a combination of ingredients for long-lasting hydration and protection.
Despite Thealoz Duo performing better than Optrex in quantitative research (92% of Optrex users found it to be more effective), the latter is still the UK’s leading consumer eye drop brand. Our conversations with consumers revealed low awareness of Thealoz Duo. Those that did recall the brand, cited high cost and clinical packaging as a barrier to purchase.
To support Thealoz Duo’s planned listings in national pharmacies, such as Boots and Superdrug, we needed to trial different media. To reach our audience of forty-something ABC1 females, a TV advert placed during daytime television seemed the obvious answer.
In just 20 seconds, the TV ad needed to help people understand the symptoms of Dry Eye in a simple, memorable way and cover off all the product’s USPs — preservative-free, unique formulation, sterile for up to 3 months and contact lens friendly. Oh, and reference the impressive research results!
To keep costs down, we used a series of colourful illustrations, created in-house, to tell the Thealoz Duo story. The 20′ second ad was designed to be split into two 10′ second versions to maximise usage online or in practice.
The advert aired on the ITV Central Region during autumn/winter — one of the peak periods for Dry Eye symptoms. This was just the beginning of wider Thealoz Duo brand activity across social media and online. In addition to POS for opticians and pharmacies, we also created a new consumer-facing website for the brand — www.youreyehealth.co.uk — with a symptom checker and stockist finder.