“Give your dry eye the bird,” explained

It is a pun on emu oil. Quell contains emu oil, the emu is a bird, and so the slogan on the carton and in this site’s footer reads: give your dry eye the bird!

Where emu oil comes in

The About page makes the connection directly: emu oil is also where the name of the slogan comes from. The carton describes it as an all natural oil with a long history of use by the Aboriginal people of Australia, and credits it with soothing support of the tear film’s oil layer. Emu oil in eye drops has its full description.

The serious part

The same ingredient is why the label opens its warnings with: Caution should be used in those with egg or bird allergies — For use in the eyes only. If you have an egg or bird allergy, read the allergy guide before ordering.

The rest of the branding

Quell’s tagline is “Quiet the Storm.” Why it is called Quell covers that one, and the name.

Behind the joke

The slogan is light; the formula behind it is designed to reinforce the tear film’s oil layer to help reduce moisture loss, and emu oil is part of that design.