science-backed eye relief campaigns : It’s a Science

TheraTears has launched a new marketing initiative titled ‘It’s a Science.’ The campaign aims to educate consumers about the scientific foundation behind the brand’s dry eye relief products.

Developed by ophthalmologist Dr. Jeffrey P. Gilbard, TheraTears eye drops distinguish themselves by replicating the five essential electrolytes naturally present in tears — sodium, potassium, calcium, magnesium, and bicarbonate. The brand maintains that this feature makes it unique in the over-the-counter market.

The ‘It’s a Science’ campaign underscores the brand’s commitment to research-backed solutions, leveraging striking visuals inspired by water refractions and droplets to symbolize hydration and soothing relief. These elements are designed to reinforce the product’s effectiveness in providing immediate and long-lasting moisture for dry eyes. The multi-platform rollout includes television, digital media, and social channels, with creative direction handled by FCB and award-winning filmmaker Martin Rodhal.

Image Credit: TheraTears