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22 November 2022
Why Specsavers sticks with ‘Should’ve…’
Brand identity & imageCopywriting & slogans
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.