Essilor invests &\#163;1m in Varilux lens campaign

The new premium lens, which has five patents and offers panoramic fields of vision and fast adaptation, was unveiled in London last week by Essilor UK managing director Michel Crombé. He explained that it was a worldwide launch and the culmination of many years' research and wearer trials. 'It was an important challenge to improve on Varilux Comfort, which will remain on the market,' he said. The company is using former Olympic athlete Willie Davenport, who won a gold medal in the 110m hurdles at the 1968 Mexico games, in its television, consumer and trade press advertising. The same theme will be used around the world. A 20-second television commercial, described by Essilor as a 'more human message' than its previous eagle campaign for Varilux, will be shown on ITV London and Central, and Channel 4 in May. It will be repeated in September in the run-up to the Sydney Olympic Games. A press advertising campaign in the Sunday Times Magazine, You Magazine, the Telegraph Magazine, Radio Times and M&S Magazine, will run in May/June and September/October, backed up with a consumer public relations campaign. Trade support will also be offered, including new point-of-sale material. Varilux Panamic will be available in four premium materials: Ormil, polycarbonate Airwear, Ormex Transitions III and Glass 1.8, with further launches later in the year. - See products p11.