Need to Know
12 : 05 : 23

US – Optical products retailer Visionworks has combined Hollywood-inspired entertainment with advertising in its latest campaign. The two short films entitled Bomb Squad and Bed showcase an intense movie scene in a foreign language translated into English subtitles. In a brilliant twist, the size of the captions keeps decreasing steadily before viewers are surprised by a red screen announcing that this was a test all along. Only someone with a perfect 20/20 vision can read the whole translation. The ad ends with: ‘If you couldn’t read the subtitles, schedule an exam’ before showcasing a QR code to book an eyesight check appointment with Visionworks.

Designed by creative agency Leo Burnett, the campaign will run across linear tv, streaming platforms, social media and in 800 cinemas in 17 markets in the US throughout May 2023, which is also Healthy Vision Month. ‘The best advertising isn’t just persuasive, it also rewards the audience for their attention,’ said Britt Nolan, president and chief creative officer of Leo Burnett, in a statement.

In our analysis of the Eyewear Market, we previously looked at how industry professionals like Visionworks aim to enhance physical retail, offer more inclusive optical designs and invest in wellbeing-led eyecare.

US – On TikTok, a new lifestyle trend is taking off, named ‘damp drinking’. It encourages responsible and less frequent alcohol consumption, without quitting alcohol altogether.

Essentially, damp drinking means drinking in moderation; less often and in smaller quantities. TikTok content-creator Hana Elson has coined the term ‘damp lifestyle’ to describe a way of life centred on temperance. On the app, #damplifestyle had attracted more than 44m views at the time of writing.

According to a survey of American adults by Morning Consult in April 2023, 27% of TikTok users are aware of the damp drinking concept and more than half (55%) of people aware of the trend say they are very interested in trying it out. Gen Z and Millennial men expressed more interest (67%) than women (52%), which the report attributes to the fact that men are heavier drinkers on average, leaving more room for improvement. Data suggests young people gravitate towards the ‘damp lifestyle’ for several reasons, mainly to improve mental health, avoid ‘hangxiety’ and to reap the physical benefits that come with drinking less.

At LS:N Global, we are monitoring how brands can tap into this behavioural shift and cater for occasional drinkers, from Sober Bars to the booming single-serve tinned drinks market.