ROCHESTER, NY: Bausch & Lomb last week launched a marketing effort for its laser-eye-surgery system, Zyoptix, in the company's latest move toward completing a rebranding effort under the tag line, "Perfecting Vision. Enhancing Life." The campaign is part of a continuing effort by the company's communications team that began in March.
Ari Rodriguez, Bausch & Lomb's director of marketing communications, said the decision to mount a master re-branding initiative came after market research demonstrated that the company's individual products were well known, however consumers were unaware that the products are manufactured by Bausch & Lomb.
She said the campaign goal is to communicate that Bausch & Lomb is "the common denominator." Rodriguez said, "People really trust us, so we want to carry that trust throughout all our businesses lines."
When Bausch & Lomb decided to unify its brands under its corporate umbrella, the company handed all US marketing communications responsibilities to IPG and put Weber Shandwick in charge of PR (see PRWeek's September 23, 2002, issue). Previously, Bausch & Lomb had been working with several smaller agencies.
The previous agency structure "was based on the fact that our businesses were fragmented," Rodriguez said. "We realized that one agency would give broader visibility."
The marketing campaign for three other Bausch & Lomb products - ReNu MultiPlus contact lens solution, SofLens multifocal contact lenses, and Ocuvite PreserVision, an eye health vitamin and mineral supplement - began last spring.
Most recently, Bausch & Lomb's PR team launched an education initiative to support the company's $1 million donation to Vision 2020, an organization committed to eradicating preventable blindness by the year 2020. It also helped solicit nominations for Bausch & Lomb's Visionaries Recognition Program through which eye doctors nominate their peers who have made outstanding contributions to the field.
Tor Constantino, senior manager of PR for Bausch & Lomb, called the timing of the PR activities "synergistic," as the company is currently celebrating its 150th anniversary year.
"From a PR standpoint, it is a nice launching pad," Constantino said of the company's 150th anniversary.