An Eye-Opening Presentation When CIBA Vision, a company that develops and manufactures contact lenses and other optical and ophthalmic products, prepared the product launch of its O2OPTIX™ line of breathable contact lenses, it needed a promotional folder as innovative as the thin, aerated contact lenses themselves. Atlanta-based CIBA Vision's business requires heavy outlay in research and development so successful new product launches are critical for the company (a part of the Novartis pharmaceutical empire) to ensure return on investments. Spartanburg, S.C.-based Copac Inc. had long targeted CIBA as a potential client. After working successfully with CIBA Vision on a smaller project, the custom packaging and printing firm won the chance to develop and produce the promotional folders for the O2OPTIX™ product launch in early 2004. A team of Copac professionals, including a packaging consultant and a structural engineer, worked with CIBA Vision's marketing department to develop concepts for the promotional folder and stand-up display bag that would carry information about O2OPTIX™ in doctors' offices, pharmacies and other medical environments. The Copac team created a complex, structurally-engineered folder with a fold-out "O2" cover with a clear-film "lens." The design communicated the brand message that this line of lenses allows oxygen to travel through the contacts to users' eyes. O2OPTIX™ contact lenses transmit up to five times more oxygen than traditional (HEMA-based) soft contact lenses, according to the manufacturer. As the concepts were refined, CIBA Vision finalized its promotional budget. The collaboration led to great feedback from both the client and Copac, but the lengthy concept and budgeting process (the folder went through more than five revisions) left the packaging firm with a tight window to finish the project on time. "CIBA Vision reached a decision on what would be produced and in what quantities," said Mary Ann Cleland, marketing manager at Copac. "However, there were less than eight weeks until the delivery date and graphics needed to be developed, the pieces had to be produced and finished, and sent to a fulfillment center for assembly with product samples. In addition, the pieces required outside processing that we needed to source and coordinate within the allotted time frame." Copac created a timeline with the necessary approval and delivery dates that employees were responsible for. The CIBA Vision sales and marketing team was impressed not only with Copac's ability to deliver on a tight timeline, but also with Copac's flexibility and overall responsiveness throughout the process. The launch of the O2OPTIX™ line was a resounding success for CIBA Vision. "We do a lot of custom die cutting [for clients in the pharmaceutical and nutraceutical fields]," Cleland said. "But never before had we created a folder so highly-engineered and with this detailed of a cut that also very simply and uniquely communicated the client's message." Have a solution? Click here to be featured as an E-Weekly Solution of the Week