Essilor has launched its first Crizal television advertising campaign, highlighting how the lenses protect against the elements that prevent spectacle wearers from enjoying clear vision, for example glare.
The advertising will be centred mainly in the Midlands, supporting independent practitioners in the region. It will air on ITV Central and Channel 4 for seven months in prime-time advertising slots and with a heightened schedule in March and April.
Essilor added that it would review the campaign with a view to increasing coverage in other regions in the future. The company has also developed a Crizal support programme for independent opticians, including branded point-of-sale material and 'Keys to Crizal' training. This training is available to any practitioner regardless of location, said Essilor, which pointed out that once successfully completed it has proven to increase sales of Crizal by 16 per cent.
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