Summer is on its way and FGX International, eyewear designer and marketer, announced that on 4/18 it will launch an integrated national consumer branding effort for its Foster Grant sunglasses. The new campaign, via MMB Boston, revitalizes the iconic “Who’s That Behind Those Foster Grants?” tag, giving it a youthful spin featuring the song “Day is Done” by the band Jackson Analogue.
The television spot – “Your Name is Someone” – showcases everyday people wearing a variety of sunglasses from the five main style lines offered. Also through social media, POP and online, the campaign focuses on the hundreds of styles Foster Grant offers, starting at $15 – that allow consumers to have multiple pairs of sunglasses for all their different looks and needs.
Focusing on everyday people vs. celebs, the effort will direct consumers to Facebook where they can engage in entertaining ways to learn about the brand, browse an interactive gallery of styles, and customize their own t-shirt. A portion of the proceeds from these t-shirts will support the American Heart Association. The brand will roll out these and other social media efforts as the campaign extends during the spring and summer months.