Vizin ( born Visine ) is a trademark of eye drops , presented in several versions with different composition. At present, the rights to the Vizin trademark are owned by Johnson & Johnson .
| Vizin | |
|---|---|
| Industry | OTC drugs |
| Current owner | |
| Country of origin | |
| Start use | |
| Former owners | Pfizer |
| Tagline | Gets the red out |
| Site | |
Content
History
The Vizin trademark first appeared in US pharmacies in 1958 [1] .
In 1970, $ 4,000,000 was invested in brand advertising; Vizin became the most hyped brand of the time. [2]
In the 1990s, analyzes of a wide market for eye drops showed that the demand for “ artificial tear ” drugs is growing rapidly. The absence of such a drug, "Vizin," threatened the viability of the brand. It was found that colleagues from Canada have already begun to introduce a similar version of eye drops on the market and this experience has been extrapolated to the United States. Based on Canadian research, several other types of Visin brand name drug were introduced: the artificial tear drug Visine Tears, the antihistamine Visine-A, and contact lens wear. Sales in the US and Vizin’s profits increased significantly during this period. [3]
One of the slogans of the Vizin trademark is “gets the red out”, that is, “removes the redness of the eyes.” All such drugs are designed to remove redness from the eyes, however, since this slogan first appeared in Vizin, other companies cannot repeat it, for fear of appearing to be imitators [4]
In December 2006, the Vizin brand owned by Pfizer was transferred to Johnson & Johnson [5] .
In the Russian market, Vizin always used adapted materials in its advertising, but in June 2010 , Johnson & Johnson, together with the JWT advertising agency, developed a video called “Red Dot” for the drug “Vizin Classic”. [6] .
Brand name drugs
"Vizin" is available in more versions [7] :
- Vizin Classic ( tetrisoline hydrochloride)
- Vizin Pure Tear (TS-polysaccharide 0.5%)
- Vizin Allergy ( levocabastine hydrochloride)
- Visine Totality ( glycerin 0.2%, methoxypropyl cellulose 0.36%, PEG 400 1%, tetrizoline 0.05%, zinc sulfate 0.25%)
- Visine-A ( naphazoline hydrochloride 0.025%, pheniramine 0.3%)
- Visine AC ( tetrisoline 0.05%, zinc sulfate 0.25%)
- Visine LR ( oxymetazoline 0.025%)
- other
In popular culture
The effect of the upset stomach that Vizin causes when it enters the body is described in the movie Uninvited Guests - John Beckwith, played by Owen Wilson , poisoned Sakka ( Bradley Cooper ), causing the latter to vomit all night. The “joke” shown in the film with the addition of Vizin drops in the drink led to the appearance of imitators with dangerous health consequences [8] [9] .
Notes
- ↑ Encyclopedia of Major Marketing Campaigns - Thomas Riggs
- ↑ Advertising Age's 100 leaders' marketing profiles, 1971
- ↑ Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You've Never Used - Donald E. Sexton
- ↑ Advertising Promotion and Other Aspects of Integrated Marketing Communications - Terence Shimp, J. Craig Andrews
- ↑ $ 16 billion for a part of Pfizer . Sheets. Date of treatment July 10, 2014.
- ↑ JWT Russia first created a local creative for Vizin
- ↑ Official website of the drug in English
- ↑ Student jailed for 90 days for putting eyedrops into her room-mate's water after seeing stunt on Wedding Crashers , Daily Mail (September 19, 2011).
- ↑ Visine Prank: Mickey Red Eyes . Snopes (June 29, 2009). Date of treatment July 24, 2014.