Luxottica: Penny the Pirate

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to get their children to have regular eye tests.

Luxottica: Penny the Pirate

Saatchi & Saatchi Sydney

What were the objectives for the creative work?

Vision care is a low-involvement category, where consumers are generally satisfied with the quality of what they're already getting – it's good enough. OPSM, as the premium player facing an aggressive low-price competitor in Specsavers, had to change this dynamic to justify its prices.

Clayton Christensen in The Innovators Solution1 tells us that sustaining innovations (i.e. building a better mousetrap) is not an effective strategy in these situations, as consumers see no value in the added benefit. Therefore, advertising alone...

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