Systane^®

Day in the Life

Making more peaceful dry eye work in a space dominated by discomfort.

The Problem

Systane^® was struggling to find a way to talk to consumers about dry eye that didn’t come across as negative.

The Story

We made it okay to talk about dry eye in a way that isn’t squinty and angry.
We took a more light-hearted, humorous and easygoing approach.

The Results

• Our unexpected approach cut through clutter, charming ECPs and providing useful information in an unexpected way.
• Feedback from the field and ECPs was very positive.
  
• ECP recommendations rose and sales continue to grow.