News - For Immediate Release
FGX International Launches New Foster Grant Sunglasses Advertising Campaign
Smithfield, RI (April 15, 2011): FGX International, a leading eyewear designer and marketer, today announced that on April 18th it will launch a fully integrated national consumer brand advertising campaign for its Foster Grant sunglasses.
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. This idea of “smart fashion” hits home with today’s budget-minded consumers.
Focusing on everyday people versus celebrities, the fully integrated marketing effort will direct consumers to Facebook 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. 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.
“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.
Foster Grant sunglasses are available in a wide range of styles and colors and provide 100% UVA-UVB protection, all at affordable prices. Foster Grant sunglasses can be found at retailers throughout the United States and Canada, including mass merchandisers, drug store chains, airport gift shops and grocery stores.
About FGX International
FGX International is a leading designer and marketer of non-prescription reading glasses and sunglasses with a portfolio of established, highly recognized eyewear brands including Foster Grant®, Magnivision®, Gargoyles®, Anarchy®, Corinne McCormack®, SolarShield® and PolarEyes®. FGXI also holds licenses for brands such as Ironman, Body Glove, Field & Stream™ and C9 by Champion. Based in Smithfield, Rhode Island, FGXI has approximately 400 full time employees. Additional offices are located in New York City; San Luis Obispo, CA; Toronto; Stoke-on-Trent, England; Mexico City; Milan, Italy and Shenzhen, China.
FGX International: Sal Siano (401) 719-2160 firstname.lastname@example.org
MMB: Liz Vanzura (617) 670-2108 email@example.com
Duffy & Shanley: Shawna Hassett (401) 274-0001 firstname.lastname@example.org