Menicon’s “Magic” Takes Gold at Asia Pacific Advertising Festival 2012

Menicon's "Magic" Takes Gold at Asia Pacific Advertising Festival 2012

World's Thinnest Daily Disposable Contact Lens Featuring Flat Pack Technology

NAGOYA, Japan–(BUSINESS WIRE)–Menicon Co., Ltd.'s "Magic," the world's thinnest daily disposable contact lens, won a Gold Award in the Design Lotus category at the Asia Pacific Advertising Festival (ADFEST) in Pattaya, Thailand from 18–20 March. In addition to the Gold Award for best logo, package design and overall communication plan, Magic also won three Silver Awards, making it the most awarded product in the Design Lotus category.

ADFEST, which marked its 15th anniversary this year, is the largest and one of the most prestigious international advertising award programs in Asia.

Taken together, the four awards recognized Magic's unique design, creativity and functionality that provide new value, convenience and enjoyment. Also cited were Magic's integrated marketing approach encompassing logo and package design, transit advertising, print advertising, product webpage and sales tools such as in-store bags.

"It is an honor to receive such recognition of Magic's unique design features, which are based on proprietary technology that enables Menicon to produce an innovative and unprecedented package design of about 1mm thickness, much less than that of traditional contact lenses," said Stephen Newman, Chief Technology Officer at Menicon.

Magic was launched on a pilot basis at the company's Magic Store Tokyo concept shop in Japan on November 7, 2011 and will be sold nationwide in Japan from this June.

Magic's Awards

 Category   Title   Advertising Company 


Overall integrated campaign including Magic’s logo, package design and overall communication plan (transit advertising, print advertising, product website and sales tools such as in-store bags).



MAGIC logo and its high-quality design and functionality based on ○●-Ω symbols for product identity.

Dentsu Inc. 

Drill Inc.




Product creativity, design and functionality, including package design.



Design of MAGIC’s primary and secondary packaging.


*All planning and development of Magic including Flat Pack Technology achieved by Menicon Co., Ltd.

About Asia Pacific Advertising Festival 2012
ADFEST, Asia's largest international advertising award event, was established in 1998 to recognize creative advertising in Asia Pacific. Aiming to become the "Cannes of Asia," the event also hosts seminars and an array of events for members of the advertising trade. The 15th annual ADFEST held this year was themed "Fast Forward" to focus on the rapid changes that are transforming Asia and the world. For more information, please visit www.adfest.com.

About Magic
Magic's novel flat pack, created through the company's proprietary technology, contains a uniquely prepared contact lens and measures an astonishing thickness of just 1mm. As the world's flattest and most compact lens pack, Magic offers unprecedented convenience for storage and carrying. The flat-pack's unique design is also highly hygienic. Besides ensuring easy lens removal, it exposes the outer surface of the lens first, making it difficult to touch the inner surface of the lens to prevent bacteria or debris from coming into contact with the eye. The flat pack also allows printing on both sides, something not possible with conventional packaging.

About Menicon Co., Ltd
Headquartered in Nagoya, Japan, and represented in over 80 countries, Menicon is the only contact lens company in the world dedicated to every aspect of the field from material development and lens design to manufacturing of lenses and lens care solutions. Menicon offers an expanding portfolio of innovative lenses, packaging and related products that maximize user comfort and convenience.
Photos/Multimedia Gallery Available: http://goo.gl/ViYi9

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