By Martin Burns
Bausch + Lomb has launched a new advertising campaign to promote its latest range of contact lenses.
The manufacturer has unveiled the campaign across Europe, a drive described as "tongue in cheek" by senior brand manager Eric Kaiser.
To promote its new SofLens, Bausch + Lomb has enlisted design company OgilvyAction to create posters and leaflets featuring a giant white rabbit stood in the middle of a New York street.
According to the contact lens manufacturer, the scene is intended to illustrate how vision begins to be affected when light levels fail, particularly in the early evening when dusk is approaching.
Mr Kaiser told Marketing Week that the campaign "communicates how SofLens daily disposable contact lenses provide crisp, clear vision in low-light conditions".
Last month, Bausch + Lomb relaunched its contact lens solution, with a new bottle design intended to persuade people entering spring to take a new approach to their morning routine.
by Martin Burns