Who’s That Behind Those Foster Grants?

FGX International, a leading eyewear designer and marketer, says it is launching a fully integrated national consumer brand advertising campaign for its Foster Grant sunglasses. The campaign is being launched today, April 18.

The new campaign, created by MMB of Boston, MA revitalizes the iconic “Who’s That Behind Those Foster Grants?” tagline, giving it a modern, youthful spin featuring the song “Day is Done” by the band Jackson Analogue.

The television spot – “Your Name is Someone” – showcases every-day people wearing a variety of sunglasses from the five main style lines offered by Foster Grant.

Through TV, social media, POP and online efforts, the campaign focuses on the hundreds of styles Foster Grant offers, starting at $15 – that allow consumers to have multiple pairs of Foster Grant sunglasses for all their different looks and needs.

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This idea of “smart fashion” hits home with today’s budget-minded consumers, says the company.

Focusing on everyday people versus celebrities, the fully integrated marketing effort will direct consumers to Facebook (www.Facebook.com/FosterGrant) where they can engage in entertaining ways to learn about the brand, browse an interactive gallery of Foster Grant styles, and even customize their own t-shirt.

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A portion of the proceeds from these t-shirts will support the American Heart Association with whom FGXI has been associated with for several years. The brand will roll out these and other social media efforts as the campaign extends during the spring and summer months.

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“We feel that social media is the perfect tool to help extend our new campaign – and the perfect way to answer the question ‘Who’s That Behind Those Foster Grants?’. We are very excited about the content that MMB has developed that will allow our consumers to explore all the fun elements of the brand,” says Sal Siano, Foster Grant marketing director.

According to the company, Foster Grant sunglasses are available in a wide range of styles and colors and provide 100% UVA-UVB protection. These sunglasses can be found at retailers throughout the United States and Canada, including mass merchandisers, drug store chains, airport gift shops and grocery stores.

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Rakesh Raman