As one of the world's largest manufacturers of contact lenses, CooperVision distributes high-quality lenses everywhere contact lenses are worn from a network of facilities in 12 countries across five continents.
The Blake Project helped CooperVision develop the brand strategy for a new global product targeting eye care practitioners. There is an overabundance of contact lens options in the marketplace however this offering introduced new value, possessing the next generation of eye care technology that provided the optimized combination of comfort, wettability and oxygen transmission.
These functional attributes alone would not be enough to differentiate. It’s value needed to be clearly articulated and deeply connected to practitioner needs that also resonated with patients.
Through a brand positioning workshop we defined the brand’s primary target customer, brand essence and its brand promise resulting in a highly differentiated positioning. We then moved to naming strategy and identified Biofinity as the most advantageous name.
The result; Biofinity is now the market leader.