Evolving without losing distinctiveness
The marketing and strategy behind the work
Strong brand platforms evolve alongside customer behaviour.
At 22 years old, 'Should've gone to Specsavers' has been around since before many of today's Gen-Zs were born. Yet it's always felt fresh, funny and relevant and has served Specsavers so well for so long. As part of a global brand platform roll out, Specsavers’ in-house creative team have evolved the line for the first time in over two decades.
Evolved in a way that demonstrates the full range of its services (which includes at home visits and clinical care in store), it connects even more closely with its customers, and keeps it entertaining.
Why it works
Like the original, this is an idea that can run and run and never get old. More importantly, it shows how strong brand platforms evolve alongside customer behaviour without losing what made them distinctive in the first place.
Read more here: Specsavers evolves ‘Should’ve Gone to Specsavers’
Read the full issue here: CORE Issue 02
Work chosen by our specialist Sarah Kynaston (Marketing & Media).
