'Eye-catching Protection' by SMP for 3M

3M is a diversified technology company, founded in 1902 in Minnesota, USA. Providing innovative products and services, 3M serves its customers through six business segments to increase speed and efficiency by sharing technological, manufacturing, marketing and other resources.

3M business segments are:

• Consumer & Office
• Health Care
• Display & Graphics
• Industrial & Transportation
• Electro & Communications
• Safety, Security & Protection Services (SS&PS)

The focus area of this campaign was the new range of 3M protective eyewear, which falls within the Personal Protective Equipment (PPE) business segment within SS&PS.

Strategy - Broader Business Issues the Company is Facing

In a dull and competitive marketplace, the trend for eyewear is moving away from traditional, old-fashioned designs to more sports-orientated styles. 3M's acquisition of Aearo Technologies presented the brand with an opportunity to challenge market leaders with their full-featured range of protective eyewear products - comfortable and stylish, with 3M's distinctive innovation.

A lead-generating, awareness-driving strategy was implemented through trade advertising and a DM piece with drive to microsite to highlight the extensive, attractive eyewear range.