Thousands of bikini-clad women raced to a beach on a tropical island. The women journeyed through leafy forests and rocky mountains, some even using designer bags as machetes to help them tackle any agriculture that was in their way. Eventually, the hoards of women found what they were looking for on that beach: a man. The hairy beer-bellied man endlessly sprayed an enchanting cologne onto his body. While the women charged towards him, hypnotized by his scent, he pulled out of a pair of dinky red glasses. When he wore the glasses, all of the women abruptly stopped running. They glared at him in disbelief, turned their backs, and headed back to their original destination. He was left confused, desperately spraying his cologne attempting to persuade them to come back. But they won’t. Those glasses were so hideous, that they repelled every single woman. He “should’ve gone to Specsavers”.
This incidence was a commercial that aired throughout the United Kingdom on March 14th, 2010. The advertisement is a parody of Lynx’s 2006 “Billions” ad, and has been very well received by viewers. On YouTube alone, this commercial has over forty million views! Many online websites have noted that this advertisement has been one of the best marketing strategies of the decade.
After the success of this advertisement, Specsavers has launched other similar commercials. The slogan, “Should’ve gone to Specsavers”, which appears in all of the television commercials, has become integrated into popular culture. Thus, Specsavers has become extremely successfully because of its strong marketing tactics.
In 1984, Doug and Mary Perkins founded the optical retail company that is now called Specsavers. The Perkins focused on establishing a national company that was dependable and affordable for the average UK citizen. These two aspects would make Specsavers very competitive with both local optometrists and other national companies, such as Boots and Vision Express. Specsavers’ mission statement became: “Specsavers-the best value opticians satisfying eye care need at affordable prices clearly, simply, and consistently” (Annemim Kuusela). This mission statement quickly transformed the way consumers in the United Kingdom viewed eyewear.
Specsavers was able to make spectacles more affordable for everyone in the UK. By buying eyewear in bulk, Specsavers’ prices were on average thirty percent less expensive than competing brands (Specsavers history). Thus, purchasing glasses became less of an expense and an investment for consumers. The Perkins realized that with their prices, eyewear could become an everyday item, just like clothes, shoes, and jewelry. Annemim Kuusela commented, “Long-term and maybe the most challenging objectives is to make eyeglasses more as an accessory that people can buy just for fun. Not only because they have to. With prices of Specsavers it is possible”.
The Print Advertisement
The Specsavers’ print advertisement can be found below. The print advertisement focuses on the price of Specsavers’ glasses by highlighting the phrase, “2 for 1 Designer Glasses”. It displays an attractive female wearing a pair of glasses, and the Specsavers logo appears at the lower right bottom. This particular advertisement appears in Cosmopolitan magazine, which is one of the most popular female magazines in the world.
Current Strengths that Appear In the Marketing Campaign
First, the playful television advertisements have made Specsavers extremely memorable. It also illustrates that buying glasses is a fun process, it is a way to develop different sense of styles based off the frames you decide upon.
A strength for the print advertisements is that it mentions the low price of Specsavers glasses. The phrase, “2 for 1 Designer Glasses” blatantly illustrates that Specsavers has prices that are better than other competing brands. Specsavers’ prices are important to publicize because money matters to the consumers. A survey of three thousand adults in RoI illustrated that fifty-three percent of consumers “look for the lowest possible price when they go shopping” and that sixty-eight percent of consumers “look out for special offers”. Specsavers’ discounted prices make it possible for people to afford more pairs of glasses. The idea that glasses could be an everyday item has started to manifest itself into popular culture. Just the other day, I noticed that one student in my class had worn over 4 pairs of classes throughout the quarter. Each pair of glasses that he wore helped him make a certain fashion statement.
Overall, I thought that it was incredibly important to analyze the Specsavers’ marketing campaign because their campaign suggests the role that glasses play in modern culture. Because their advertisements emphasize fun and affordability, we see that glasses have now become an everyday accessory, much like jewelry, and have become a way for people to make temporary fashion statements.