Pearle Vision’s creative insight: Emotional decisions support rational purchase choices

Pearle Vision, the eyewear retailer, is blending data with emotional understanding as a means of reaching consumers in more impactful ways.

Why would Pearle Vision ground its new brand positioning with a spot about a little boy who doesn’t need glasses?

“People make emotional decisions before they make rational choices,” offers Doug Zarkin, Pearle’s chief marketing officer.

A corresponding motivation? “The business wasn’t moving in the right direction. And that’s an open invitation to think differently.”

Doug Zarkin, chief marketing officer, Pearle Vision

In the particular case of the national eyewear retailer, “People tend not to trust chain eye care brands,” Zarkin told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference. “And why should they, when...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands