When we think about going for an eye test or buying a new pair of glasses, the brand that automatically comes to mind is Specsavers. Beyond selling glasses, Specsavers has managed to cement itself into British culture with its humour, approachability, and commitment to quality. But there’s much more than meets the eye (no pun intended) in Specsavers’ marketing strategy.
Let’s look at how Specsavers has crafted such an unforgettable brand, prioritised its people, and continually adapted its brand voice to stay relevant.
The Power of Branding: A Slogan To Stand The Test of Time
“Should’ve gone to Specsavers” has become one of the most recognisable slogans in the UK. And it’s been around since 2002. So, what makes this slogan so successful? Well, to put it simply it transcends advertising. People use it in everyday situations to comment on silly mistakes someone makes, making it an organic part of the UK’s cultural language. Specsavers smartly leaned into this phenomenon by consistently rolling out memorable, humourous ads.
From comedic moments with confused customers to billboards poking fun at customers, Specsavers has managed to build a lighthearted image that resonates with everyone. They’ve stuck to their strengths, making humour part of their core brand personality, helping them cut through a crowded market.
Grabbing Attention in a Saturated World
In today’s crowded digital landscape, standing out is no small feat. But Specsavers are masters of getting creative and poking fun, whilst staying true to their brand identity to make waves and get people talking.
One standout stunt that went viral at the start of 2024 involved a van that “crashed” into a set of bollards. The message was clear (and funny): if the driver had gone to Specsavers, they might have avoided the mishap. This stunt highlights the brand’s humour and keeps Specsavers memorable by using creativity and clever brand storytelling to grab attention.
Specsavers’ marketing stunts like this offer a refreshing break from traditional advertising by sparking curiosity and inviting a laugh. Not only by people that see it IRL, but across socials where people like, share and comment on campaigns, bringing Specsavers front and centre in people’s feeds. Specsavers’ strategy captures attention precisely because it cuts against the grain with a blend of humour and brand messaging that’s relatable, unexpected, and memorable.
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Prioritising People: The Secret of Staying Ahead
Specsavers doesn’t just excel at branding; they’re invested in upskilling their team to drive sustained success. The brand makes learning and development (L&D) a high priority, especially for its marketing teams. By investing in skills-building, Specsavers ensures they’re always prepared for the future. Recently, their CMO, Peter Wright, discussed how Specsavers runs skills audits and follows a “culture add” approach when hiring, prioritising individuals who enhance and diversify the company’s skill set.
Abi Willstead, Specsavers’ Head of Brand & Marketing Excellence, also revealed that Specsavers advocates for professional growth, even when budgets are tight. Her message at the 2024 Festival of Marketing was clear: investing in talent is crucial, regardless of constraints. This commitment to development means that Specsavers’ marketing team is better equipped to produce innovative campaigns that resonate with modern consumers.
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So, what can we learn from Specsavers?
Specsavers shows that a brand doesn’t have to be overly serious to be taken seriously. Their humourous slogan, clever campaigns, commitment to L&D, and a consistent brand voice provides a template for how to stay culturally relevant and deeply memorable. For marketers, the takeaway is clear: be bold, invest in your people, and don’t be afraid to bring some fun into your brand. After all, in a crowded market, sometimes it’s the cheeky and memorable brands that win hearts and loyalty.
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