BRANDING: P2 repositions to emphasise USP

The makeover consisted of redesigning the packaging for the entire range of P2 products, which includes a multi-purpose contact lens solution and comfort drops, followed by the launching of a series of print ads and a 20-second television commercial.

Fallon developed the advertising campaign, while its design arm, Duffy, was responsible for coming up with the new packaging, which used images that conjured up the feeling of comfort, such as a feather, dandelion and rose petal.

P2 is the only local player in the category in the country, entering the market in 2000. But the market is cluttered by numerous multinational competitors, such as Bausch & Lomb.

P2's biggest challenges to overcome are that its overall awareness is low and that Singaporeans are more aware of foreign brands.

Research helped to identify a strength, which Opto-pharm quickly exploited.

"Due to the formulation of the product itself, it tested to be extremely comfortable for use as a multi-purpose contact lens solution," said Fallon Asia-Pacific managing director Charles Edwards.

Based on this finding, Fallon's strategy was to convey the message that users no longer had to suffer from eye discomfort. Humour was used to hammer home the point that people cannot function properly if their eyes are in a state of discomfort.