Pfizer Visine Tears
TV ad for the new lubricant eye drops opens with a man in a desert background saying: "Imagine a world without moisture. For millions of people with dry, scratchy eyes, this is how their world feels...Now there's new Visine Tears for dry eyes, with a unique tears formula not found in other leading brands." Over a likeness of a dry, cracked-looking eye, the narrator says the product "soothes dry scratchy eyes and makes them feel moist and comfortable in seconds, and it's safe to use as often as you need." The ad concludes with the narrator stating, "Discover a world of comfort with new Visine Tears. It gets the dry out." Pfizer also is promoting the product to eye care professionals through sampling and journal print ads. The product was launched in mid-January ("The Tan Sheet" Jan. 18, p. 4)
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