Essilor goes live with new varilux campaign

Essilor® has launched a major new media campaign to promote its Varilux® brand to over 40s experiencing the first signs of presbyopia.

The campaign begins with a nationwide radio and Spotify burst, running for six weeks from 30th March, alongside a paid social media campaign across Facebook and Instagram, which is expected to generate 122 million impressions overall.

Airing on Capital, Classic FM, Magic FM, Talk Sport and other leading UK stations, the advert brings the benefits of Varilux® varifocal lenses directly to listeners across the UK.

It will capture the attention of those struggling to read their phone or holding menus at arm’s length, and let them know they’re not alone. It highlights how Varilux® offers instant sharpness at any distance, with smooth transitions from near to far – so no more switching glasses or straining eyes.

Fredrik Jönsson, VP Wholesale North Europe at EssilorLuxottica, said: “Our approach for this campaign is to pinpoint the symptoms people start struggling with visually once they hit their 40s. Often, these can creep up gradually, so the messaging is all around recognising these symptoms, telling early presbyopes they’re not alone and signposting them to the store locator on Essilor.com, where they can learn more about presbyopia and find their nearest optician.

“Audio campaigns are the perfect platform to amplify the Varilux® brand alongside social media activity. Stay tuned to catch it over the coming weeks.”

The Essilor.com landing page also promotes a Varilux® multi-pair offer, as an extra drive to store incentive.