A successful global product launch? There’s nothing to it.

As marketers, we’re always selling something. But sometimes it’s the absence of something that makes the heart grow fonder. Case in point: TOTAL30^®. As part of a multi-agency team, The Norton Agency collaborated to generate the insights and campaign idea designed to liberate contact lens wearers from the tired concept of “comfort”—inviting them instead to experience the joy of nothing.​ The Norton Agency successfully introduced the world to TOTAL30^®, the only monthly contact lenses with nearly 100% water at the surface, so nothing touches the eye but a gentle cushion of moisture.