client: Ciba Vision
agencies: kirshenbaum bond + partners, Worldwide Partners, Inc.
The Challenge: Understand perceptual differences of fashion and color contact lenses between U.S./Europe to help Novartis introduce and own the category.
The Solution: Partner-agency primary research within the network reveals European consumers less enthusiastic about category/brand than in U.S.
The Results: Global Color of You campaign launched in U.S., U.K., Spain, Germany, France, Italy and Portugal via WPI.
Jeff Cohen, VP Global Marketing, "We have a terrific compilation of work and a globally consistent campaign."