SMITHFIELD, R.I.--(BUSINESS WIRE)--FGX International, a leading eyewear designer and marketer, announced today they have launched a fully integrated multi-million dollar national advertising campaign for its Foster Grant eyewear brand. The advertising campaign, created by MMB of Boston, MA, features iconic television, motion picture, Broadway star and author, Brooke Shields. The television campaign launches nationwide in February and will include multiple commercials for Foster Grant Reading Glasses and a new collection of Crystal Vision® Reading Glasses. In a nod to the brand’s history, the campaign will feature the well-known “Who’s that behind those Foster Grants?®” tagline, which was recognized by Advertising Age as one of the Top 100 Advertising Campaigns of all time.
Through TV, social media, in-store signage and online efforts, the campaign focuses on Foster Grant’s fashionable line of affordable Reading Glasses and the advanced lens technology featured in new Crystal Vision Readers. “We are very excited to launch our new Foster Grant campaign featuring Brooke Shields, as well as promoting our innovative Crystal Vision collection that will help revolutionize the Reader category,” says Gina Lazaro, Executive Vice President and Chief Marketing Officer of FGX International. “Our new commercial is designed to make it easier for consumers to enter the Reading Glass category and try them for the first time.”
“We wanted a humorous, but also very realistic, situation about reading,” says Brooke Shields, Foster Grant spokesperson. “Many people are embarrassed and don’t want anyone to know that they’re having a little trouble. Bringing humor in makes it ok for everybody to wear reading glasses for a little help“.
The ads will be viewable on FosterGrant.com as well as the Foster Grant social media sites. FGX International plans to invest in consumer television, print and digital advertising for its Reading Glasses and Sunglasses collections.
Foster Grant Reading Glasses provide prescription quality without the prescription price. The collection is available in a wide range of fashionable styles and magnification strengths for retail prices ranging from $15-$30. Foster Grant eyewear can be found at retailers throughout the United States, including mass merchandisers, drug store chains, airport gift shops and grocery stores.
About FGX International
FGX International Inc. 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®, Sight Station®, Magnivision®, Gargoyles®, Anarchy®, Corinne McCormack®, SolarShield® and PolarEyes®. FGXI also holds licenses for brands such as Ironman®, Body Glove®, Disney®, Field & Stream™, Dockers®, Reebok®, Nine West®, NASCAR®, and Panama Jack®. Based in Smithfield, Rhode Island, FGXI has approximately 500 full time employees. Additional offices are located in New York City; Ormond Beach, FL; San Luis Obispo, CA; Toronto; Milan; Stoke-on-Trent, England; Mexico City; and Shenzhen, China. FGX International is a wholly-owned subsidiary of Essilor International, the world’s leading ophthalmic optics company, whose mission is to offer everyone around the world a better life through better sight. With a consolidated revenue of approximately €5 billion in 2012 and more than 50 000 employees, the Essilor Group operates in some 100 countries.
