Rohto Pharmaceutical, the world's number one eye-drop brand, wanted to attract young people for future market potential. But, the younger generations consider eye drops to be irrelevant, have low interest in eye care and do not realize how harsh conditions affect their eyes. So, to demonstrate what eyes are going through, we held an experimental event.
Field research was conducted to identify four areas from the world that seem to be most severe for the eyes. Eye-drops were developed to tackle the various issues. These unique eye drops were exhibited at an art gallery popular among young people.
Since the products were so eye-catching, many young people who go after new trends spread the news via SNS, leading to numerous online articles. Their reactions included realization that they were being tough on their eyes, and needed to be more careful. Some also commented that the exhibit changed their perception of the brand.

https://www.rohto.co.jp/company/vision/event/ »