Ray-Ban is launching a campaign to capitalize on the profile and endurance of the Ray-Ban brand with the tagline ‘Wear an Icon.’
A division of Bausch & Lomb Canada, Ray-Ban is the leader in the Canadian premium sunglasses market, which is estimated to be worth $65 million.
The umbrella campaign, supporting the entire family of Ray-Ban products, rolls out today in Toronto, Montreal and Vancouver.
It will include a minimum of three executions of a cool Ray-Ban-wearing male with the tagline and Ray-Ban name prominently displayed.
‘[The campaign] is positioned to ensure that consumers will reapproach Ray-Ban,’ says Greg Garrison, senior product manager at Ray-Ban.
‘It’s going to make people think differently about Ray-Ban and reconsider the brand,’ Garrison says.
The campaign, featuring outdoor media including Murad and transit shelters, was created by recently appointed agency Scott Thornley, of Toronto.
David Gordon, the agency’s joint venture partner, says the advertising focuses on the equity of the Ray-Ban brand, which has become part of North American culture.
‘What Ray-Ban has that others don’t is a brand history,’ Gordon says.
‘They were used by pilots in World War Two and in famous movies. Advertising will be leveraging functionality as well as celebrity status,’ he says.
The campaign is aimed at 18 to 35 year olds and although all the initial creative will showcase males, there may be ads featuring women in the future.
