The invasion of red in the news and the ad at the bottom of the page was published at the end of December with the objective to coincide with the period when the people have to lead a very hectic life and the parties at the end of the year provokes “ red eyes”.The format adds differentiation to the message and notoriety to the brand.

To generate brand recall with a low budget, in a period of the year when the demand for these kind of products grows.

The budget assigned was reduced to one publication, creativity was very important to achieve communication goal (reinforce brand recall). Related results, December salesgrew 20% vs. December 2004. All main market players have price offers during this period,difference this year vs previous was massive support through this press action.

To put the whole page in red with real information makes relevant the theme of “red eyes” involving the audience with the problem. This is a memorable way to reinforce the recall of this special action, and after the problem the people find the solution at the bottom of the page : VISINE takes away the red of the eyes.

Due to working all year, when December arrives, people are tired.The month is full of activities, and this is a stressful period because of all the social/familiar events.The eyes reflect this rhythm showing irritation and red colour.This insight was key in the idea development, which breaks the traditional newspaper format of showing the real news in red. This is an experimental way to use the brand benefit : Take away the red colour of the eyes.