Why Specsavers sticks with ‘Should’ve…’ | WARC | The Feed

When it found that its long-running “Should’ve gone to Specsavers” series of ads was one of its biggest assets, the optical retail chain had to find a way to evolve that platform to promote new products and services.

Why it matters

Established brand assets, such as Specsavers’ enduring slogan, can be very successful long-term marketing tools – and when a tagline enters the popular vernacular as this one has, you know it’s a winner. But translating this idea from one product or service to another can be difficult.

Takeaways