Last week we launched a new branding campaign for our client Foster Grant. You’ll be seeing the broadcast work, if you haven’t already, on $7 million worth of TV this spring and summer. In the meantime, here’s a little taste: Foster Grant sells more sunglasses than any other company in the world. From research, we knew that people over 35 remembered the brand and its iconic “Who’s that behind those Foster Grants?” campaign of celebrities and models, but there was a whole generation who didn’t know Foster Grant. And that you can get a pair – or two, or three – at pretty much every major discount retailer in the country.
So rather than creating a “retro” brand and creating just another here-today, gone-tomorrow fad, we pushed farther, asking the question, “Who could you be?” This time, it’s about ordinary people like you and me, and how, with a couple of pairs of stylish, affordable sunglasses, we can be a model or a celebrity or a rock star or a hundred different versions of ourselves, without spending a couple hundred bucks. Together, we developed a new identity and logo, a new look and feel for the brand, a campaign of three national TV spots, a new Web site, trade print ads, direct mail, POP and a huge PR effort.
We’re really proud of the work, and so appreciative of the great partner Foster Grant has been. They’re doing things right. Take a look.
New Foster Grant Logo
30-Second Spot
15-Second Spot
15-Second Spot Two
Ads
PR
