Publicis Pushes Color Contacts

The color contact-lens category is about to get its biggest boost in 20 years this month when CIBA Vision, the largest manufacturer, launches a $20-25 million print push for its FreshLook line.

Creative for the campaign from Publicis in Mid-America, Chicago, treats the lenses as a fashion accessory like makeup, as does the tag, “Just for tonight.” The approach is a marked contrast to ads of previous years that presented the color lenses as a sideline to standard contacts.

“What we wanted to do was bring it into the world of tattooing and body piercing,” said Barry Krause, CEO of Publicis.