Carl Zeiss Vision presented its new line Dura Vision Platinum lenses at this year's Opti trade show in Munich. The lenses are three times harder than common organic lenses and are scratch-resistant for everyday use. They can be delivered to optical stores from March 2012. Zeiss also introduced a new concept for office lenses, dividing them into three categories: plus, superb and individual. The company plans to rename and simplify its product portfolio by 2016 on a worldwide basis, subcategorizing products into four different segments. Zeiss celebrated the 100th anniversary of its precision lenses at Opti with a campaign titled ‘We celebrate the vision.' In March, new product launches will support the 100th anniversary campaign, which is scheduled to start in April and May with print advertising, radio ads, online advertising, billboard advertising and social media activities. As sales support material, Zeiss plans to give away billboards to opticians, in which they can set up photographs of their clients.