‘Design mistake’ becomes the lead of latest Vision Direct campaign

A design and production mistake, which saw the words ‘CHANGE THIS’ go to print on promotional boxes, has become the basis of a campaign for online optical retailer Vision Direct.

“Due to an oversight by one of the designers, the placeholder: ‘Change this’ text where the discount code was supposed to go, wasn’t edited. This resulted in 10,000 boxes being printed with the copy error included,” the company claimed in a release.

CHANGE THIS: Went to print by mistake, according to the company

With the mistake now on the boxes, the in-house design team decided the phrase ‘change this’ actually well represented the campaign message and would remind consumers to change their normal summer habits and protect themselves from the sun.

Ruth Cuadrado, chief marketing officer at Vision Direct, said the design mistake could have been a “marketing disaster”.

“The internal team at Vision Direct proved that we’re resilient and are able to think on our feet and look at the bigger picture.

“The Shade Yourself campaign has a strong message at the heart of this and ‘Change This’ only further reinforces this behavioural change messaging.”



Sign up to our free daily update to get the latest in media and marketing