Coronation Street’s Deirdre features in D&A’s range launch

Advertising Principles is mocking the dated look of Coronation Street’s Deirdre Rashid in a point-of-sale campaign for Dollond & Aitchison, the high street opticians.

Advertising Principles is mocking the dated look of Coronation

Street’s Deirdre Rashid in a point-of-sale campaign for Dollond &

Aitchison, the high street opticians.



The ads feature an exaggerated line drawing of the character - who has

become renowned for her lack of eye-wear fashion sense - alongside the

line, ’Don’t be a Deirdre’, and are being used to launch a new range of

700 frames. The product launch is the largest ever from D&A and kicks

off its seasonal marketing programme, in an attempt to enforce the idea

that glasses are a fashion accessory.



The idea began some months ago when D&A approached Granada, the

broadcaster of Coronation Street, suggesting that they update Deirdre’s

look. After several refusals, it decided to launch its own campaign

around the character.



’People don’t think of glasses as changing with fashion and that’s what

we want to address’, Alisdair Luxmoore, marketing director at D&A

said.



’We wanted to do something a bit radical for the product launch and

Deidre is the ideal choice. She is the worst sort of style icon.’



The POS campaign, which was originally scheduled to run for one week

only, will be backed by mobile poster sites in London and Manchester as

well as PR activity challenging the Coronation Street fan club and

websites.



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