Pacific Communications | Agency Profile, Contacts, AOR, Client Relationships
Service: full service, healthcare specialty
- Main Telephone
- (714) 427-1900
Pacific Communications Contacts
Sample of Related Brands
|Henry L.||Senior Vice President & Director, Client Services||CA|
|Marlene M.||Group Associate Creative Director||CA|
|Joe A.||Director, Finance & Operations||CA|
|Taylor D.||Media Manager||CA|
Female Gen-Z, Gen-X Opps: Restasis launches first TV campaign since 2017
With its new D2C campaign for 17-year-old dry eye medicine brand Allergan has started reinvesting in TV ads. This is the first time Allergan has run Restasis commercials since the brand debuted a multidose bottle in 2017. The new campaign is running on all major cable and broadcast networks and shifts from Restasis's traditional focus on providers' points of view toward patients'. It also includes digital ads via both consumer and professional social media, video, display, search and websites. The campaign puts women at its center - in the US, women in their mid-forties are reportedly the demographic most affected by dry eye disease.
Demand for Restasis has risen during the pandemic since the toll on consumers' eyes with more screen time and time indoors has also risen.
Since the campaign launched at the beginning of April, iSpot reports the brand has spent approximately $7.6m on its national TV content; remember, this is the first time Restasis has used this channel since 2017. The brand's commercials of 2021 have targeted Gen-X women watching programs such as The Voice, ABC World News Tonight With David Muir, FBI, Grey's Anatomy and Dateline NBC.
According to Pathmatics, Restasis has allocated roughly $992.8k toward digital ads YTD, up 45% from the roughly $684.3k it had allocated by this point last year. The brand's estimated full-year spend of 2020 increased by over 4x to $2.9m from that of $664.7k in 2019. So far this year, Restasis has earned around 146.3m digital impressions via Instagram (63%), Facebook (26%), desktop video (6%), desktop display (3%) and mobile display (2%) ads.
So, right now, Restasis's TV commercials are targeting Gen-X women, but its digital ads are targeting Gen-Z. The brand holds planning conversations in Q2 and buying conversations in Q1.
Agency & martech readers - I see no major signs of upcoming reviews here, so read elsewhere for now. Arnold Worldwide MA.