The Tonic was tasked with unveiling the new Joules eyewear range, in-line with the new clothing and product range launch, to key trade and lifestyle media and bloggers. The brief was to raise awareness of the kids, sun and optical collections and their availability, among key press, bloggers, Joules-friendly celebrities and partners. The Tonic helped execute a launch event on Oxford Street, linking up with Joules’ press day. A hard-working PR strategy saw Joules eyewear placed in product features spanning national and consumer media for months post-launch.
Approximately 60 media and bloggers attended the eyewear event alone to see the new glasses range for themselves. More than 85 pieces of coverage were achieved and 100% of articles were positive and included a brand mention. Over 4.5 million consumers were reached during the campaign, and in advertising equivalent a value of above £250,000 was delivered.
The eyewear was described by the brand’s founder Tom Joule as incredibly good, and became the second bestselling sunglasses brand behind Rayban in Vision Express stores.