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In January 2003 the eyeglass manufacturer Rodenstock expanded its portfolio by introducing a new series of ultra-lightweight titanium frames. The new model was based on a novel manufacturing process which used only a minimum of frame to fasten the lenses, without impairing the wearer’s field of vision. Rodenstock sells its products exclusively through opticians, so the first stage of the print communication campaign was directed exclusively at them. In a second stage, this optician marketing approach was supplemented by a multi-stage print campaign and large-format advertising. The decoration materials for the POS displays pick up on the lightness of the products, building a visual bridge to the “classic” brand image. www.ti-lite.de offers the eyeglass wearer an interactive overview of the different models as well as detailed product information.