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Transitions Optical: XTRActive Product Launch

Marketing campaign sheds light on new Transitions Lenses.

Situation

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.

Insight

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.

Solution

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.

Results

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.

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