Transitions Optical has announced that its Live the Good Light campaign will return with sponsorship of the Channel 4 weather and a digital campaign in support.
The campaign will see Transitions focus on broadening its brand appeal to attract a younger generation of single vision lens wearers to the photochromic lens category.
Business development and marketing director for Europe at Transitions Optical, Laurent Dosseville, said: “We are building upon our recent efforts in connecting with younger, single vision lens wearers by demonstrating the stylish aspect of Transitions lenses, and also by reiterating the seamless comfort and protection the lenses offer against UV and harmful blue light indoors and outdoors.”
It will showcase various people and lifestyles in social and professional situations, who are all wearing Transitions lenses.
The Live the Good Light campaign aims to educate consumers on adaptive lens technology through indoor and outdoor experiences with an on-screen slider that moves as the lenses adapt.
Starting later this month, Channel 4 will feature Transitions Optical twice a day and four different versions of the campaign will be broadcast.