All words are mine — graphic design by other talented creatives.

‘Millenia DX’ Upsell

⟣ The Story ⟢

Two similar products. Two similar names. Will consumers know the difference? And why would they pay more for one versus the other?

How brands handle “new and improved” is particularly tricky when the legacy product is still actively sold and marketed. I was tasked with educating consumers as to why Blenders Eyewear’s new ‘Millenia DX’ sunglasses (note: “Millenia, not “Millennia”) were superior to the previous ‘Millenia X2’ line — without disparaging the latter. ‘DX’ was to be distinct and premium while still embracing its lineage.

It was a juggling act that worked. The ensuing campaign was a rousing success, with customers pivoting to select the more costly ‘DX’ shades over the historically popular ‘X2’ variant.