Creative advertising glasses Ray-Ban
Creative advertising glasses Ray-Ban worldwide is recognized as one of the most effective and original. Thanks to advertising glasses Ray-Ban have become the most sold in the world. Try to figure out what’s the secret of the success of the advertising campaign of this popular brand.
Branding – the secret of the popularity of Ray-Ban
The first sunglasses under the brand Ray-Ban was released in 1937. It was the glasses model Aviator with lenses of dark green. They were developed by the specialists of Bausch & Lomb by special order of the Ministry of defense. Aviator sunglasses were designed for pilots of the U.S. air force.
The first living popularizer glasses Ray-Ban can be safely called General Douglas MacArthur, who commanded the Pacific fleet of the United States. Due to the fact that the General was so fond of these glasses and almost never took them off, they got a lot of photos of that time. In those war years, every man wanted to be like the heroic General, which ensured the extraordinary popularity of Aviator glasses.
The second model Wayfarer glasses steel. They were released in 1952, had plastic frames and in different colors. After Holly Golightly, the heroine of the film «Breakfast at Tiffany’s» appeared on the screens around the world in these glasses, they have become incredibly popular and a great success to this day. Their style unisex allowed to sell the same model for both women and men. Ray Ban sunglasses Wayfarer was worn by all, even such stars as Marilyn Monroe and Andy Warhol, John Lennon and James Dean, Bob Dylan, and Roy Orbison.
Marketing specialists of the company Ray-Ban, and not once used a clever positioning strategy of its points through the movie. Thus, the model wore a Wayfarer in the movie «Risky business» Tom cruise and Rebecca de Mornay.
In addition to the film advertising, sunglasses brand » Ray-Ban has moved many pop stars, athletes and other celebrities as on television and in the pages of publications.
After Bausch & Lomb sold the Ray-Ban in 1999, the Italian company Luxottica Group, is engaged in these points the Agency Made In Spain. They began with an advertising slogan «Till the end». In 2007, the baton they took the company TBWACHIATDAY. In March 2007 they launched the advertising campaign «Never Hide», which translated sounds like «Be yourself». Thanks to the Internet and viral advertising, this company has become a mega-populyarnoy and still continues in different variations.