During Transitions Academy, Transitions Optical debuted a new brand identity and rejuvenation plan that will further build upon the company’s efforts to recruit new wearers and attract a younger generation of single-vision wearers to the photochromic lens category. Together, a new visual identity, Transitions® brand logo, light intelligent lenses™ tagline, and “Light Under Control™” consumer advertising campaign will create desire for the products in a simple, modern, and innovative way.
The direction for the overall brand rejuvenation is inspired by research showing that 87% of eyeglass wearers report being sensitive to light. New campaign imagery, colour palette and messaging will emphasize a renewed focus on light – on how we need it, embrace it and can be protected from its harmful elements. The campaign and logo will also feature a new diagonal split design, created to evoke a familiar feeling of swiping on mobile phones, moving throughout one’s day and the filtering technology of Transitions® lenses. The campaign strategy will incorporate dynamic, innovative digital tactics to reach younger wearers in the places they consume media most heavily.
In Canada, the television campaign will deliver more than 79 million impressions and will debut on television on specialty and conventional networks such as CTV, TVA, TSN and RDS, Discovery Channel during primetime, early morning and sports timeslots. The campaign’s digital plan will combine display banners, videos, paid search and social media for an additional 75 million impressions. Canada is also reaching out to younger wearers through a partnership with style influencer Jessica Mulroney (see separate news release on Infoclip HERE).
Consumers and eye care professionals alike will begin seeing the new Transitions brand logo and the “Light Under Control” consumer campaign beginning April 2018. Supporting point-of-sale and digital assets will become available to eye care professionals in the second quarter.
Click HERE for the full press release.
