Essilor of America
Helping a vision care leader capture share in the emerging sun lens market.
Essilor of America is a leading manufacturer of prescription spectacle lenses. If you wear glasses, chances are good they made the lenses in your glasses. As Essilor planned their strategy for increasing their share of the growing Rx sun lens market, they sought out Burdette Ketchum to develop a positioning and creative strategy for presenting the significant growth opportunity that sun lenses represent to Eye Care Professional (ECP) practices, which historically had been less active in prescribing sun lenses.
Burdette Ketchum guided Essilor through a brand DNA exercise for Xperio UV that leveraged their unique polarized lens innovation and technology. The creative strategy of stimulating sun lens interest among consumers at the ECP office came to life as the “Be An Outsider” campaign. Using our “To-The-Practice/Through-The-Practice” marketing methodology, the campaign included a full range of point-of-sale materials including an interactive patient survey about eye health and UV radiation, patient posters, educational flip charts, a key ring that when exposed to UV rays changed color, a campaign microsite, a social media initiative and YouTube videos. Burdette Ketchum also created sales activation materials targeted to Eye Care Professionals.
Results were excellent. Xperio UV experienced double digit growth over a 12 month period and sales leaders reported increased ECP understanding and motivation to participate in the sun lens market.
- Brand Positioning & Strategy
- Product Positioning
- Sales Aid Creative
- Print Advertising