Vistakon, Division of Johnson & Johnson Vision Care, Inc., makers of ACUVUE® Brand Contact Lenses

Vistakon, makers of ACUVUE® Brand Contact Lenses, the world’s leading lenses, asked us how we could help improve America’s vision care awareness. Our response was: one city at a time. We then created an interactive exhibit called The Science of Sight Experience™. In three years the SOSE visited the top fifty US markets in its own truck with multi-staff crew. In each city we hosted VIP receptions for local Eye Care Professionals, used a local spokesperson and blitzed the news media. To add something new and exciting our second year on the road, we asked celebrities to donate their sunglasses for the UV protection corner of the exhibit. A hundred celebrities said, “You betcha,” including Britney Spears, Enrique Iglesias, Faith Hill, Elvira, General Norman Schwarzkopf, Phil Collins, Prince Albert of Monoco and Phyllis Diller. The bottom line of course was sales. It jumped 10%.