Sunsoft – Vision For Near, Far And Everywhere Between
The Challenge: How can we create a dynamic brand identity and differentiate the progressive addition lens technology and easy fitting of Sunsoft Additions progressive addition contact lens?
The Solution: By creating a visually interesting brand identity that easily identifies the products main benefit versus competitors—continuous vision for near, far and everywhere between. We highlighted the Essilor name in all communications and played off of their success and name recognition in progressive spectacle lenses among professionals and consumers. We communicated to eyecare professionals through direct mail, white papers, podium support, professional meeting support and clinical studies. The distribution network was supported through ongoing “custom mailers” that highlighted product benefits and the relationship of the distributor and Sunsoft. Efforts to consumers included point-of-prescription counter cards and patient education materials.