We diverted the media budget from traditional media to 100% event marketing and created the ACUVUE2 COLOURS COLLEGE CAMPUS TOUR sampling and trial programme. Disguised as a 'total make-over' party, young adults came, partied, looked at the world through rose (blue, green or honey) colored contacts, and most importantly, they purchased loads of lenses. We brought opticians directly to college campuses to fit students with colour contacts and in the process knocked down the barriers to trial and purchase.

The ACUVUE2 Bus became a true campus destination for 70,000 students and once there, they responded. Sales for ACUVUE2 lenses grew +140% in the areas where the tour visited. Additionally, 40% of opticians said students visited their practice after seeing the Tour.