As people age, many notice that up-close objects start to appear blurry. This is a sign of presbyopia, a natural yet frustrating condition that affects adults as they enter their 40s. Aside from reading glasses, specialized contact lenses can help. But many eye care professionals (ECPs) shy away from prescribing these contact lenses—called multifocals—because they have a reputation for being difficult to fit on patients’ eyes. Even after spending significant time over multiple follow-up visits, patients are often unsatisfied, leaving ECPs missing out on a valuable opportunity to grow their business.

In late 2021, CooperVision—the world’s second largest manufacturer of contact lenses—changed the game with the U.S. introduction of MyDay multifocal. The lenses’ innovative design offers an unprecedented combination of optimal vision quality, comfort, and a simple fitting process that all but guarantees success. 

The campaign—a joint effort of McDougall Communications and creative partner Truth Collective—featured actual eye doctors as the champions, utilizing them to tout the benefits of this game-changing lens while also delivering some playful smack talk: Game on, presbyopia. Pre-launch seeding, VIP events, differentiated industry conference presences, and work with top-tier U.S. optometric media drove widespread editorial coverage, generated interest from doctors and staff, and fueled sales that quickly eclipsed targets, as well as setting up the entire multifocal category for a renewed look by the profession.