Toggle Menu

<< Back to Work
Transitions Optical: XTRActive Product Launch

Marketing campaign sheds light on new Transitions Lenses.


Transitions Optical Inc. tasked Mower with the overall strategy, planning and execution for developing and launching creative materials for their newest brand of Transitions XTRActive lenses. Transitions XTRActive photochromic lenses have a very dark lens outdoors, an attractive light tint indoors, and the ability to activate moderately while driving. The objective behind the launch materials was to clearly demonstrate how the product works and the levels of darkness. In addition, the goal was to show how Transitions XTRActive lenses both differ and complement Transitions VI lenses.


Mower developed a comprehensive plan for launching Transitions XTRActive lenses that included message testing and focus groups. From this research, we developed real personas to convey the different consumer segments for this new product and how they may benefit from Transitions XTRActive lenses. The personas were developed to educate eyecare professionals on how to identify patients who may benefit from Transitions VI and/or Transitions XTRActive lenses, based on their lifestyle and preference. The strategy behind the launch materials was to not only explain how Transitions XTRActive lenses work, but how they work for real people.


Utilizing the consumer personas, Mower planned and executed a photo shoot to bring the new product to life, keeping in mind the tone of the Transitions brand: human, inviting and approachable. This photography helped to tell the story and bring life to collateral developed for the launch. A formal launch kit developed for eyecare professionals included retailer-specific launch letters, a resourceful pocket card, technical notes, FAQs, and a sell sheet, all housed in a branded folder. The folder itself also contained key messages about the new, darker, Transitions XTRActive lenses. The sell sheet, pocket card, technical notes and FAQs played a large role in integrating Transitions XTRActive lenses into retailer offerings. All materials showcased the photography and how the product could work for different types of people with varying lifestyles.


Transitions XTRActive lenses were successfully launched in retailers throughout the U.S. and Canada. The Transitions XTRActive product simulation video won a B2 Award of Excellence from the Business Marketing Association.

Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on

Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.

In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:

Internet Explorer

It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.