OTC Eyecare Leader Rohto Sets Sights on the BAM Connection for Launch of New Dual Light Relief Product

Aug. 07, 2024

Continuing their winning ways in the over-the-counter health and wellness sector, eyecare leaders Rohto® have selected The BAM Connection  the agency founded by Maureen Maldari and Rob Baiocco  to launch their new product, Dual Light Relief. The integrated creative campaign, anchored by the new “Fear No Light” ad, will be seen starting in early August social media, including Instagram, TikTok, YouTube, and via select creators/influencers.

Maureen Maldari, Co-Founder/President, The BAM Connection said:

"We’re thrilled to collaborate with Rohto on this exciting campaign. Dual Light’s potential to transform eye care is immense, and our team is committed to leveraging creativity and strategic thinking to introduce this game-changing product to the world."

 

Rohto® Dual Light Relief is the go-to solution for combating eye strain and irritation caused by both digital screens and sunlight exposure, making it the perfect indoor and outdoor eye drop that fits with the target audience’s lifestyle and eye care needs. Dual Light represents a leap forward in eye health. Merging cutting-edge technology with a focus on user comfort, this advanced eye care solution aims to revolutionize how consumers care for their eyes. With a unique blend of efficacy and ease of use, Dual Light promises to redefine the eyecare landscape.

For The BAM Connection, the new work for Rohto is the latest example of the agency’s expertise in OTC health and wellness, particularly in the eyecare niche. Past agency work includes Preservision, a Bausch Health product designed to aid degenerative eye disease; and TheraTears eyedrops. Other recent OTC health and wellness successes include campaigns for brands Eu Natural, Zegerid, Balneol, and RepHresh.

Maldari added:

"We are thrilled to have partnered with Rohto for the launch of their groundbreaking Dual Light product. Our creative expertise, OTC industry-specific knowledge, and strategic approach align perfectly with Rohto’s."

 

The BAM Connection’s 7 Principles to Success for OTC Brands:

• Understand the unique OTC mindset: No matter how cool an advertiser makes athlete’s foot cream, no one will buy it and apply it unless they actually have athlete’s foot. The majority of OTC brands are not lifestyle brands, like Nike, Pepsi, or Cover Girl. They solve a specific problem. A problem someone has right now: heartburn, a headache, dry eye, a rash, sinus pressure, gas. A problem they want to go away asap. That creates a much different dynamic with a distinct marketing psychology behind it. The creative magic has to spring from that mindset.
• Balance Short-Term and Long-Term Messaging: Yes, OTC brands address immediate needs, but that said, brands must recognize strategic long-term vision.  People who do not suffer from the condition today will likely get it at some point in their lives – or a loved one. Will they remember your brand at that moment? Planting seeds for future conditions ensures lasting brand relevance.
• Find Emotional Context: Each condition carries a different emotion. For example, frustration from dry eye, and embarrassment for indigestion. Effective messaging taps into these emotions and understands the insights within, as well as the best way to communicate for each.
• Break free from the sea of visual sameness: If I’m an eye care brand, I will likely show eyes. If I were an athlete’s foot brand, feet would probably appear in the advertisement. Here’s the challenge: how do you show these body parts without regurgitating all the exact visuals and tropes of the category? How do I break free from the sea of visual sameness in my category? That should be your agency’s number one visual goal. That’s where the magic of creativity happens.
• Use Demos and Mechanisms of Action (MOAs): Having sat through way too many focus groups, it has become clear that people are interested in how a product works. Demonstrating how yours works differently and better, somewhere in your marketing, is fundamental. Clear communication about efficacy matters. Be succinct and special.
• Navigate Legal Compliance: OTC brands must adhere to lots of regulations and legal requirements. Rewriting messages to pass legal scrutiny while motivating consumers is an art. Staying true to what can be said, yet positioning it in the best light takes experience and copywriting skill.
• Engage Healthcare Professionals: Pharmacists and doctors play a role in recommendations. Every OTC marketing plan must include them in the plan. To be successful pull is important, but so is push.