1-800 Contacts kicks off $12 mil national TV effort

Goetzl, David; Cuneo, Alice Z.
July 1999
Advertising Age;7/5/1999, Vol. 70 Issue 28, p4
Trade Publication
This article focuses on the national TV advertising campaign launched by Internet contact lens direct marketer 1-800 Contacts in July 1999. The $12 million image-building campaign is the first for the contact lens direct marketer from Saatchi & Saatchi, San Francisco, and breaks from its previous product-focused approach. Print also will be used. The campaign targets women, who make up about two-thirds of contact wearers and depicts women in uncomfortable yet comical situations. One spot features a woman driver at a spotlight who sees a man picking his nose, another shows a diner at an elegant restaurant where the kitchen door swings open to show a chef picking food off the floor and putting it on a plate. The tagline, "If you have to see it, why not see it for less," refers to 1-800 Contacts' positioning as a less-expensive alternative to the local eye doctor or a mass retailer.


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