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Barker set out to reposition the Blink brand starting with its star SKU, Triple Care Eye Drops. The real turn came when we managed to cut through a crowded space, connecting with a new audience and getting through to them with work that’s joyful and relatable.
After B+L acquired Blink Eye Drops, Barker was tasked to reposition it with a new brand platform and a strong VisID. Although Blink was already a mass market dry eye drop - highly visible on every shelf set, we needed to carve out a space that the brand could own within the larger category. We identified a key audience — Productivity Maximalists: lively, joyful, and ambitious in work and play. Screens are where life happens for these folks, and they like to live it — free from the interruption of dry eye symptoms. So with Blink, we celebrate their hustle and share in the joy of doing more by positioning Blink eye drops as providing relief with every blink, allowing you to keep going.
Our spot was developed intentionally as an earworm: WORK-PLAY-BLINK-REPEAT, highlighting that Joy Of Doing More to a Daft Punk-esque beat. The visuals and super graphics are just as joyous and synced as the beat. The vivid colors, blink circle, and fun fonts create a strong, bold canvas that distinguish Blink in this space and double down on our brand equity. This unique approach to the category created record-breaking results: most notably, achieving over 35% YoY increase in sales across all retailers and priming the line for more innovation launches in 2025.
