Transitions Optical will launch a new multimedia advertising campaign Feb. 12 with a new tagline, “Live the Good Light,” and a new focus on “engaging and attracting a younger generation of single-vision wearers to the photochromic lens category,” the company announced.
The new ads were previewed to customers and ECPs at the Transitions Academy held here earlier this week.
The new campaign, which attempts to broaden Transitions’ appeal to younger consumers, will continue to engage the brand’s core customers, Darragh O’Connor, who was named vice president, global marketing, late last year, told about 700 attendees at the Academy’s opening session. “[Our] team is laser-focused on growing the brand,” he said, and noted that the singe-vision wearer is “an amazing opportunity” for Transitions.
O’Connor told ROB sister publication, Vision Monday’s VMail, in a subsequent interview that “what we have tried to do with this campaign is to show young people in their everyday life [with Transitions lenses].” The ads show a variety of people and lifestyles in both social and professional settings, all comfortably enjoying the light with Transitions lenses.
The consumer campaign, which debuts on U.S. television and runs through October in the U.S., includes a significant digital component built around social, search and online video, O’Connor noted. The broadcast ads then break in Canada, Brazil and other key international markets for Transitions later this spring.
In the U.S., the broadcast ads are expected to be seen by more than 100 million people and achieve between 850 million and 1 billion impressions, director of North America marketing Patience Cook told VMail. The ads are scheduled for NBC’s The Today Show and This is Us, among other popular prime-time shows.
In Canada, the broadcast ad (debuting April 17) is expected to generate more than 258 million impressions during its run on conventional and specialty networks during prime time, early morning and sports timeslots. The campaign runs through August in Canada, where the digital component is expected to add 45 million digital impressions.
“By taking a new approach and focusing on wearers and their experience with Transitions lenses, we are able to create an emotional connection with viewers of all ages while still communicating the key benefits of our product,” Cook said. “We are building upon our recent efforts in connecting with younger, single-vision wearers by demonstrating the stylish aspect of Transitions lenses, and also by reiterating the seamless comfort and protection the lenses offer against UV and harmful blue light indoors and outdoors.”
As of Feb. 1, eyecare professionals can get involved with the new campaign by signing up online to order a “Live the Good Light” campa