How Specsavers evolved a long-running advertising idea

Looks at how established brand assets, like Specsavers’ iconic slogan, can be very successful long-term marketing tools.

When a brand’s tagline enters the popular vernacular, you know it’s a winner.

Over the past 20 years, “Should’ve gone to Specsavers” has become such a cultural meme, as well as being the source of a rich seam of ideas for the optical retail chain that shows no signs of being exhausted any time soon.

There was a moment recently, however, when that might have changed. Specsavers’ ads were suspended during the pandemic – telling people to go to a store when government advice was to remain at home was not a good idea – and the installation of Peter...

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