Bausch + Lomb teams up with KT Optic to disrupt the Eye Care market by launching the 'See better. Live better.' campaign in anticipation of the 2026 World Cup, featuring Lee So to target the sports lifestyle segment.
Bausch + Lomb (Thailand) Ltd., a global leader in eye health innovation, together with KT Optic, a premium eyewear and contact lens retailer, launched the 'See better. Live better.' campaign ahead of the 2026 World Cup. The initiative creates a new phenomenon by perfectly linking eye health (Eye Care) with sports and fashion lifestyle.
They enlisted Lee So (Teerasil Dangda), a football icon, as the spokesperson to convey a sports lifestyle perspective that resonates with the younger generation, alongside promotions and a premium limited-edition collection available from 1 June 2026 onward.
This campaign employs Sport Marketing driven by Moment Marketing dynamics, recognizing that during the World Cup tournament, consumer behavior shifts noticeably, with extended screen time to watch matches continuously. This leads to eye fatigue and a demand for clear vision in every critical game.
Accordingly, Bausch + Lomb sees a business opportunity to offer contact lens products that provide both convenience and limitless vision. Combined with KT Optic’s strength in providing personalized eye care advice, this partnership elevates the consumer experience.
Kawin Jenparomkit, General Manager of Bausch + Lomb (Thailand) Ltd., said, “We believe good vision is not only crucial in daily life but also enriches every experience people cherish, including major events like the 2026 World Cup that fans eagerly await. The 'See better. Live better.' campaign was created to connect eye care with the lifestyle of the younger generation through collaboration with KT Optic and a special collection reflecting the excitement of sports and fashion. We hope to help consumers see every important moment clearly and live fully in all activities.”
Kamolchanok Wanichpaisit, Head of International Partnership and Marketing at KT Optic, added, “KT Optic aims to be more than an eyewear store; we are experts providing personalized eye care advice tailored to each lifestyle. The 2026 World Cup is a time when many people spend long hours watching matches. Choosing the right contact lenses helps ensure clear vision and all-day comfort. We are pleased to collaborate with Bausch + Lomb in the ‘See better. Live better.’ campaign to deliver quality products, expert advice, and experiences that suit consumers’ lifestyles while adding vibrancy to this year’s World Cup festival.”
Another highlight fans should not miss is the premium Limited Edition Collection inspired by the essence of football, featuring sleek Urban Minimal designs by Khaki Bros. The collection adds contemporary style to everyday items including special fabric polo shirts, limited-design caps, and high-quality towels, all produced in limited quantities exclusively for the 2026 World Cup.
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