merit
In the process of repositioning Blink Eye Drops and launching the first TV spot for its star SKU, we created a custom soundtrack that unlocked the brand platform and helped us connect with a new audience. It’s an earworm that’s relatable, flexible, and best of all, effortlessly delivers brand value.
After B+L acquired Blink Eye Drops, Barker was tasked to reposition the brand 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.
In collaboration with a long-standing agency partner, the song was built from the lyrics up with the sole purpose of holding the listener's attention. It’s fun, energetic, and has an infectious, Daft Punk-esque beat. The lyrics were kept simple to be relatable but also ownable, with the brand name and brand benefit making up half the whole track. The song was not only a success, it became a new north star for the client, being described as such “magic in a bottle” it needed to be applied to every SKU and every project from then on. Sound became our new platform and this song was our breakout hit. Additionally, our unique approach created record-breaking results, achieving over 35% YoY increase in sales across all retailers and priming the line for more innovation launches in 2025.
