Foster Grant Will Get Behind A New Ad Push
Adweek, Wednesday, September 20, 2006 1 PM
"Who's that behind those Foster Grants?" was one of the most memorable campaigns of the creative Sixties, but the venerable sunglass brand has done little advertising of note in recent decades. Yesterday, Duffy & Shanley, Providence, R.I., announced that it had been hired to revitalize Foster Grants in the national marketplace with work that debuts early next year. It will handle creative, media and public relations chores for the brand, which was introduced in 1937. Parent company FGX International, Smithfield, R.I., also produces lesser-known brands, like Anarchy and Gargoyles sunglasses and Magnavision nonprescription reading glasses. The client's star-studded campaigns (with film, TV, music and arts celebrities of the day "behind those Foster Grants") helped establish the brand as a fashion leader of the Sixties and Seventies. Interpublic Group's Mullen tried to jump-start the brand in 2002 with a print-based push featuring modern celebrities and one ad headlined "Isn't that Cindy Crawford behind those Foster Grants?" The agency placed the budget at about $5 million.
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