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`Restasis commercial among most memorable ads of 2013 PMLiVE
`
`Restasis commercial among most memorable ads of 2013
`TV spot for Allergan’s eye drug among top 10 in Nielsen ratings
`
`The commercial for Allergan's eye drug Restasis was among the top 10 most memorable
`new TV ads in the US in 2013.
`
`In ninth place, Restasis (cyclosporine) was the only pharmaceutical brand in the Nielsen
`compiled top 10, which included established consumer brands such as WalMart, Volkswagen
`and Bud Lite.
`
`Stating that the variety of ways in which the public consumes media is “exploding”, Nielsen said
`that it wanted to understand why “some ads captivate viewers while thousands of others are
`readily disregarded". The top 10 was compiled in order to gain insight into this.
`
`Among the findings was that “enhancing the entertainment value of ads is a key way to boost
`memorability and branding”, global information and measurement company Nielsen said.
`
`“Marketers can achieve this through any combination of: telling a story that viewers can relate
`to; creating a connection through humour or emotion; or incorporating attentiongrabbing sights
`and sounds,” Nielsen said in a statement.
`
`Created by Beacon Healthcare Communications, the Restasis campaign has been on TV,
`supported by print, digital, and collateral materials, since it launched in April 2013.
`
`The TV commercial features a Restasis patient discussing the drug with her doctor after
`experiencing the effects of chronic dry eye in various social environments.
`
`Notably, the commercial was the most memorable new TV spot among women aged 13 and
`over.
`
`The commercial is part of the 'Your Eyes' campaign, which promotes Restasis as the only
`prescription medicine designed to help increase the eyes' natural ability to produce tears.
`
`The drug is among eyecare specialist Allergan's biggestselling products, with the company
`expecting revenues between $900m and $920m for 2013.
`
`Speaking to PMLIVE, an Allergan spokesperson said: “The success of the campaign can
`primarily be attributed to the fact that the team took a deeper dive into the patient's journey and
`
`http://www.pmlive.com/pharma_news/restasis_ad_among_most_memorable_of_2013_531999
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`MYLAN - EXHIBIT 1110
`Mylan Pharmaceuticals Inc. et al. v. Allergan, Inc. - IPR2016-01127, -01128, -01129, -01130, -01131, & -01132
`
`
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`Restasis commercial among most memorable ads of 2013 PMLiVE
`6/21/2017
`experience, bringing to life the moment when a patient realises she doesn't just have dry eyes,
`she has a disease called chronic dry eye.”
`
`View the Restasis commercial on YouTube
`
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