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Commercial Campaigns Focused on Optimism
"Loftimists" by LOft Brand
The campaign features inspiring and optimistic women and encourages activity and action. Laura Jacobs, Chief Marketing Officer, LOFT, Lou & Grey, Ann Taylor said, “The definition of a LOFTimist was inspired by what our clients have told us they love about our brand, and this campaign is an opportunity for us to highlight those in our community who bring our brand’s spirit of optimism to life. We truly believe in the power of optimism and that together, we can make a difference.”
"Opt for Optimism" by Frost Bank
The campaign is focused on optimism and managing your money with published research on optimists doing better with money and wealth. "Better Finances Begin with Optimism" See the main web page https://www.optforoptimism.com/optimism/
It uses a 30-day opt-for-optimism sign-up with invocations and statements which are relatively shallow and very American - ie "Leave an Amazing Tip".
Sun Life Hong Kong: “We Back Your Optimism”
This is a comprehensive branding campaign with multiple touchpoints focused on positivity.
In a statement, the company said, “We are optimistic about the difference we can make in our clients’ lives because we are confident about the quality of our products and services. By highlighting optimism, one of our brand personalities, in this campaign, they want to strengthen brand awareness in Hong Kong and publicise what does Sun Life stand for."
To further boost engagement from the "younger generations", the campaign has a series of interactive digital elements. An online game - titled “Golden Future Starts From You” - on the company website elaborates on the reasons clients might feel more optimistic about Sun Life’s products and services.
PanOptimist
A National multimedia campaign, "I’m a PanOptimist," focused on the renewed optimism of having complete vision after cataract surgery. Alcon entered a partnership with actress Cheryl Ladd, best known for the iconic hit TV series Charlie’s Angels.
"When you are first diagnosed with cataracts, it’s easy to accept that having worse vision is just a natural part of aging — or that wearing glasses and seeing colors fade is all normal," said Ladd. "For me, surgery was an opportunity to take action so that I could improve my vision and continue to live an active life. Choosing the PanOptix lens has enabled me to see more like I did when I was younger. Now I’m optimistic — a PanOptimist — about life after cataract surgery."
Chip the "loveable optimist"
Chips Ahoy, the cookie brand owned by Mondelēz International, is bringing back its mascot Chip after a six-year hiatus, according to a press release. Chip returns to promote two new cookie products that include Reese's Pieces and Hershey's chocolate chips.
The animated Chip was described in the press release as being a "loveable optimist," and the latest campaign will focus messaging on how bringing flavour combinations from the different brands together helps spread happiness.
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