Fresh From The Field: Blink Consumer Campaign — By Spruik

Fresh from the field

Fresh From The Field: Blink Consumer Campaign — By Spruik

Your eyes will enjoy seeing the new creative platform and campaign for Blink® from Bausch + Lomb.

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The brief

A third of the population will suffer from dry-eye symptoms at some stage. As a result, there are many well established brands in market, competing for sales with new products and formulations.

Blink® from Bausch + Lomb, tasked Spruik to create a bold creative platform and campaign that would enable cut through to consumers, as well as Optometrists—the healthcare professionals who recommend dry-eye products.

The Blink product range has been available in pharmacies for some time and has suffered from little marketing investment. Blink’s new brand manager wanted to reignite the brand, increasing both distribution and awareness.

The Design Response

Spruik had some tight design boundaries, set by the existing packaging design, an established core colour palette and retro typography. Blink’s identity was conveying a relatable, yet casual tone. It simply didn’t speak to the quality, or the scientific formulations of the products. For the range to be seriously considered by self-selecting consumers, and optometrists alike, Spruik needed to develop an identity that would better align to the brand values and standards.

To increase Blink’s overall appeal, Spruik needed to give it a more sophisticated aesthetic. So they developed a system of graphical elements that feature droplets and ripples of water. The clean, minimal design and use of muted brand colours, create a sense of stillness and calm. The desired state of an audience who are suffering from uncomfortable dry-eye symptoms.

‘Relief with every Blink’

Blink had an established tagline that worked well – it spoke to both the brand benefits and range of products. However, it was seldom used. Spruik’s campaign creative was developed to hero the tagline, utilising graphical elements to tell their story, simply.

Product colourways formed a series of key visuals. Each highlight the negative symptom and immediate, positive resolve that the range of products offer.