Buying a pair of spectacle lens can be a daunting task. Lack of knowledge about the category meant that the consumer had to rely on the person-behind-the-counter. The idea was to create a clear and visible differentiator for Kodak Lens, something that the customer could see and even experience for himself. Thus, was conceived the proposition of 'Thin Lens'. The positioning and the work on the brand not only put the brand on the path of growth, it also gave the consumer something to feel good about - a smart pair of spectacles.