Bausch + Lomb is back in the sunglasses market with the launch of a new brand: Joy of Life. The collection is young and colourful, with 15 colour combinations inspired by those who face life with lightness and irony. It’s a return to the origin for the company founded in New York in 1853 and became a benchmark, in the following decades, thanks to the launch of the everlasting Ray-Ban model.
“Staycolored” It’s the essence of the campaign, the mantra of the brand, a synthesis of the product and its positioning. The spokespeople are two unusual testimonials, multi-coloured and refined, irreverent and smart: a lion and a monkey, who peeking out from the shop windows and from the web pages.
The distribution channel are the optical stores. They’ve been set up with multi-subject displays, both for windows and for counters, where our animals have become real models to wear the product. An impact visual to bring to life the Staycolored concept in stores and in occasion of dedicated events.
A brand-new responsive website has been designed and developed for the sunglasses collection to provide users with the best experience, every time and on every device. The lion, hero of the campaign, welcomes them and invites them to discover all the contents: the whole collection, the technical characteristics of the product, the promotional activities, the company's history and the store locator to search for the nearest store.
A Facebook page has been opened to support the launch of the campaign, to build brand awareness and call to action towards the point of sale. We’ve also set up a detailed editorial and advertising plan in order to achieve the fixed goal in terms of number of fans and level of engagement. This social media has allowed the brand to involve its public on many different themes, including lifestyle and events.
We’ve also involved the audience in a photo contest to express the Staycolored mood with the hashtag #staycolored. The contest’s mechanics was immediate and engaging: register, share your #staycolored picture and try to win a safari in South Africa. Yes, just for the close encounter with the lion that has attended the whole launch!