By the minneapolis egotist / /
Minneapolis-based eyebobs is hitting reset on many aspects of its business, including new positioning, logo, expanded brick-and-mortar locations, new leadership, a fall/winter seasonal line with more than 25 new designer frames, and soon, a revamped web site.
Related to this relaunch, it’s breaking two new brand marketing campaigns, appealing to new audiences in new ways.
First, the “Meet the Makers” campaign celebrates new positioning of “you supply the personality, we frame it” by featuring Twin Cities creatives, entrepreneurs, chefs, small business owners (such as chefs Ann Kim and Doug Flicker, Anthony Andler from Heimie’s Haberdashery, among others) in a series of print and digital ads, billboards and light rail transit wraps (a first for the business).
Second, a “Specs Ed” campaign that uses a tongue-in-cheek sex education approach to bring awareness to its new Blue Light frames which block 90 percent of the harmful rays from mobile devices.
According to eyebobs’ VP of Marketing, Joe Prebich, “We are challenging one of the largest, vertically integrated industries in the world from the point of view of an underdog, not by being cheap, but by being unique and different. That difference is what makes us all, as a people, unique. This human component to the brand identifies with a much larger retail and social movement that is redefining businesses today.”
All creative work was done in-house, while new PR partners, Ampere Communications and Eich Public Relations, are conducting national earned media, event and influencer marketing efforts.