BRANDING: AMO enters eye-care market with Blink

Advanced Medical Optics (AMO), the new optical business spun off from pharmaceutical giant Allergan in July, has developed an eye-care range for contact lens wearers called Blink.

The brand is the company's first product launch. Its name and personality were devised by PI Global, which was briefed to create a striking, contemporary identity that would force the consumer to notice and consider the brand among its competitors. The agency won the project after a two-way pitch against Interbrand earlier this year.

Dominic Stone, director at PI Global, said one of the reasons the name was picked was because the range would be sold throughout Europe and Blink is very close to 'Blick', which means glance or view in German.

The Blink range will comprise Blink Contacts and Blink Revitalising drops.

In the UK market it will compete primarily against Optrex, owned by Crookes Healthcare, part of the Boots empire, and Refresh, the lens-care brand sold by Allergan.

PI Global was also charged with creating patient information leaflets, trade press advertising, point-of-sale material, including shelf signs, counter-top merchandisers, and in-store launch material such as window posters, sample packs and supporting information for pharmacists and opticians.

Chris Stean, AMO's sales and marketing director, said: "As our first launch, Blink is a crucial product for AMO and joins a fiercely competitive marketplace. PI Global's work creates real impact with a highly distinctive identity."


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