Specsavers 'The Sarina': Keeping their eyes on the prize - DecisionMarketing

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It is fair to say that Specsavers are a pretty agile bunch, from signing up "arrows" wunderkind Luke Littler after he became World Darts champion to tapping into the Oasis reunion tour by offering to fix "Blur vision", the optometry, optician and audiology specialist is never far from the "zeitgeist".

So it is perhaps no great surprise that the firm was one of the first to celebrate England's victory over Spain in the 2025 Women's Euro final.

But instead of just offering its congratulations, in a nod to the Lionesses' back-to-back Euro-winning manager, Sarina Wiegman, Specsavers is now offering free glasses to every 'Sarina' across the country.

The offer is available to anyone named Sarina in England, who can claim a complimentary eyewear voucher worth up to £70. To participate, eligible candidates must contact the company directly through Facebook or X and provide verification of their legal name and England residency status.

Developed in-house, digital billboards will run across England to pay tribute to Wiegman's achievement and famous eyewear, with the celebrations also continuing on screens in the retailer's stores.

Specsavers brand communications lead Kim Bull said: "England's incredible victory has given the nation something truly special to celebrate. This historic win has inspired a whole new generation of football fans across the country.

"We wanted to do something special for everyone named Sarina who has been cheering alongside us throughout this incredible journey - it seemed like the perfect way to mark such a momentous achievement for English football."

So, what is the consensus around the Decision Marketing office?

Well, naturally this is more of a marketing "stunt" than a full-blown data-driven strategic campaign that has been months in the making, but that should not detract from its effectiveness. Over the years there have been numerous cases of brands trying to jump aboard current events, some successful, some not so but at least this one feels like it fits.

Of course, this sort of activity could be prepared in advance just in case England did actually win, although no doubt it helps that Specsavers has an inhouse team which means it doesn't have to go through the endless back and forth of client amendments.

Anyway, above all, it's just a bit of fun - and even better if you're an English Sarina who needs new specs, although no doubt Specsavers will have done its research. Despite its elegant meaning and melodic sound, the name has never been popular in the UK.