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As a completely new brand entering into an already congested market, the brand needed to work hard at launch phase. There’s only one chance to launch a brand, so it’s important that it’s done right, and done well. To disrupt the market, it was imperative that the creative and messaging was simple, striking and memorable.
Potential competitors’ advertising and promotion was very transactional and process-oriented. Few brands played to the emotional level. This created a significant opportunity for VSON. We developed a launch campaign that embodied everything that the brand stood for, in line with the Strategic Brand Direction that we'd developed. We moved the brand away from being transactional in both messaging and visuals, and played to the consumer benefit and value proposition – the life-changing difference that we can make in the blink of an eye.
The best campaign ideas are born from clever, strategic thinking that ties back to the brand’s purpose.