The all-in-one dry eye drop

Elevate was challenged to refresh the campaign for iVIZIA Lubricant Eye Drops—the brand’s flagship OTC product treating dry eye disease with a preservative-free formula in a proprietary multi-dose bottle. The goal: to visually distinguish iVIZIA from competitors while communicating a message of simplicity—positioning iVIZIA as the single, trusted solution that works for all dry eye patients.
Our objective was to reinforce iVIZIA as the superior, full-spectrum choice for dry eye relief—building confidence among ECPs to recommend it as their first-line OTC option.
The creative sought to evoke boldness, trust, and refreshment—a “thirst quencher” for the eyes—through clean, confident visuals and messaging that highlighted the product’s differentiating benefits. Deliverables included a comprehensive multi-channel rollout: journal ads, cover tips, banner ads, conference booths, door drops, promotional emails, and sponsorship activations.