Bongos are contact lenses that protect the eyes from UV rays while allowing consumers to enjoy time in the sun without sunglasses. They come in options with or without prescription and last 3-6 months. Bongos aim to replace sunglasses for comfort and prevention of tan lines. The target audience includes those who spend time outdoors like beachgoers and skiers. Marketing strategies include launching in the summer, sponsoring outdoor events, and appealing to consumers' desire for protection, comfort, and attractiveness without tan lines.

1. Bongos
By Sophia Simon

2. What Bongos are all
about
What are they?
• Contact lenses that protect you and block from
UVA/UVB/UVC rays. They can be used as normal
lenses and as lenses that will block the strong
clarity of the sun.
Main Goal?
• Cutting-edge product with the main focus of
comfort and physical improvement to prevent any
tan lines or damaging of the eyes when
sunglasses are absent.
• “The replacement of sunglasses”

3. Tangible
Characteristics• Size: One size that accommodates all eyes
• Features:
- Option A : addition of degree
- Option B: extra moisture in lenses
• Durability: Bongos…
- with degree lasts : 3 months
- without degree last: 6 months
• Packaging: Only one design of box that can be
purchased in three different box sizes
- Small : one pair
- Medium: two pairs
- Large: three pairs

4. Intangible
Characteristics
• Brand name: Bongos
• Symbol: A small yellow sun
• Brand colors: light blue and a bright yellow
• Slogan: Free your eyes
• Texture: Ultra thin and smooth
• Price:
- Non degree Bongos: $30.00 dollars
- Bongos + degree: $30.00 dollars + doctor
examination

5. • Bongo’s lenses allows consumers to enjoy the sun without
having to worry about glasses tan lines, or about having to
walk around carrying sunglasses and UV rays.
Product Benefit

6. Target Audience
• Demography : raging from 12 and upwards
• Psychographic : middle class and upper class
• Bongo’s lenses are intended for a public that is
constantly exposed to the sun
• No group discrimination (anyone can use it)
• Ex: beach volleyball players, skiers, hikers, surfers, or
for people who simply want to enjoy the sun

7. • Consumers will be constantly protected from
the harmful UV lights
• No uncomfortable situation with embarrassing
tan lines
• No more rusty or decaying (sea salt) glasses
• More convenient to carry around then
sunglasses
• No scratching inconvenience with lenses
(sand...)
Level Of Consumer
Involvement

8. What do we want to
prevent?

10. • Appeals to the consumers side that is tempted
to buy Bongos, they understand the need and
benefit they will win by purchasing the
product, while still being able to afford it
• It’s a “win-win” situation
Freud: Ego

11. • The brand strives to be perceived as an all-
consumer friendly brand that values the
outdoors and simplicity
Positioning

12. • A brand that values the outdoors, freedom,
comfort and safety
Brand Image & Brand
Personality
• Easy going
• Fun
• Loyal
• Efficient
• Accessible
• Original

13. • Brand awareness – Bongos (symbol of a sun
liked to emotionally desired places and
energy)
• Health reasons – appeals to emotion of fear
due to the UV lights
• Channel relationships – normal contact lenses
and sunglasses (vision aid...etc.)
Brand Equity

14. • Bongos lenses doesn’t disrupt the way contact
lenses are used; however, it ads a whole
different level where the contacts now
protects the eye from UV rays, blocks the sun
and keeps the eye moist
Innovation: Continuous

15. • If the consumer doesn't uses Bongos…
Consequence: harmful UV rays will harm eyes,
undesired sunglass marks
• If the consumer uses bongos…
Benefit: Protection from UV rays, no
discomfort in the sun, no high-maintenance care
• Free samples in events and special occasions
Conditioning: Operant

16. • Magazine ads
• Billboards
• T.V commercials
• Twitter account
• Instagram account
• Facebook page
• Tumblr page (directed for teenage girls)
• Bongos website featuring the product and its
features
Exposure

17. Marketing Strategies: The
Launch
1. Increase product need by:
- Launching the product during the summer time in
the USA so that consumers will be in greater need of
protection from the sun
2. Launch the product with most coverage and buzz as
possible by:
- Introducing the product in all of the big department
stores such as: Macy’s and Bloomingdales at once
- Launching T.V commercials, and magazine ads
simultaneously
- Creating a Facebook, twitter and Instagram account
before launching Bongos to create intrigue and suspense
(element of mystery)

18. 3. Make the product easily accessible by:
- Selling it in exclusive machines in airports
and in shopping malls in first and second world
countries
- Making the product available in many
different optic stores
- Creating availability of the product in beach
and skiing kiosks
- Allowing pre-ordering and selling through
Bongo’s website
Strategies (continued)

19. 4. Reach all kinds of public by:
- Sponsoring sports events that exposes
contestant to the sun, such as: beach volleyball,
surf contests and the X Games
- Sending brand representatives to colleges
around America to demonstrate the product and
its benefits during the first stage of the PLC
- Giving away free Bongos to celebrities
that enjoy spending time in the sun
Strategies (continued)

20. 5. Logic, temptation and emotion:
- Appeal to consumers temptation and
vanity by showing how attractive they will be
with no sunglass tan lines
- Portray the benefits of not having to carry
around a sunglass case
- Make consumers associate comfort, high
self esteem and simplicity with Bongos
Strategies (continued)

21. • Call attention in the ads by…
- Making them humorous and visually
appealing
- Feature different location Bongos can be
used, such as the beach or in skiing stations
- Make billboard ads have a sun that is shinny
and that rotates
Strategies (continued)

22. DERACCOONIZE!
• First launching campaign
• Certain ideas include to have raccoon paws around the streets that lead to a
close store, where the product will be available
• First events with raccoons, where people can take their pictures with the
raccoon (almost like a pet), for example

23. Origin
al
Desig
n:
Front view
Back view
Inside view

24. Label
ed
Desig
n:

25. Logo
Plan:
Sun: bright
yellow, all the
same tone
Underline: orange,
but a slightly lighter
tone than the upper
font
Font: Between cursive
and print, the B is
larger than the other
letters and the color is
a strong, almost
fluorescent orange to
contrast from the
light blue of the
bottle

26. Introducin
g the
Bongos
storyboar
d
(overview, entire storyboard)

27. Storyboard Part 1
1: (scene) 2 girls are tanning
by the beach reading and at
the same time observing
the “hot” guy surfing the
wave
2: (scene) Guy who was surfing
approximates the girls and smiles,
with a flirtatious look. The girls are
amused by his attention.

28. Storyboard Part 2
3: The girls, in order to get a
better look, lift off their
sunglasses, uncovering their
horrible tan lines all
throughout their eyes.
4: The guy, looking surprised
by the tan lines, asks
“Where are your Bongos at
girls?”

29. Storyboard Part 3
5: The two girls look at each
other, embarrassed and
stupefied by the guy, and
naively ask “Bongos!?”
6: (scene) The camera zooms into
a drop of the wave and it
splashes, spelling out the brand
name and the logo/slogan. A
deep voice appears saying
“Bongos: Free your eyes”

30. Thank you!
* We do not own any of the images presented as the
backgrounds or beginning slides
Free your
eyes