Cohen’s Puts the Accent on ‘Fashion’

NEW YORK Furman Roth Advertising this month launches a $3 million campaign for Cohen’s Fashion Optical, its first work for the client since adding the account earlier this year, the agency said.

The campaign introduces the tagline “Cohen’s. Where else?” which the independent New York shop described as an effort to brand the client “as the ultimate location for fashionable eyewear” and help the regional chain compete against larger, better-known competitors. (For example, Luxottica, which owns both Lenscrafters and Pearle Vision, spends $90 million overall in annual U.S. measured media.)

Along with a single 30-second TV spot, the four-month effort includes print, cinema and online iterations that will appear mainly in New York, New Jersey and Connecticut.

“The new campaign takes the distinctive look and feel of our in-store experience and translates it wonderfully to our print and TV advertising. This way, consumers will have a good idea of what to expect, even before they reach our front door,” said Alan Cohen, president of Cohen’s Fashion Optical.

The old tagline was “Where value is always in fashion.”

Barry Glenn and Richard Effman served as creative directors on the new work. Terry Sweet composed the original music in the TV commercial, which was directed by Omar Cruz.

Cohen’s maintains about 100 locations in the New York Tri-State area, New England and Florida.

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