BOSTON-Leonard/Monahan is in the process of creating a national TV and print campaign for Foster Grant. The effort will mark the return of the tagline, "Who's that behind those Foster Grants?" used in the '60s and '70s.
In the next few months, broadcast work will begin airing exclusively on Warner Bros.' WB Television Network, which has partnered with the client for a major in-store promotion. Print ads will break in national consumer magazines, including Entertainment Weekly and People.
Leonard/Monahan representative Lynn Walters declined to reveal media spending, which is believed to be in the $3-5 million range.
The campaign, which represents the first work by the Providence, R.I., shop for the client since it picked up the account last year, will support a summer promotion in a variety of retail, discount, grocery and drug store chains. Consumers can use in-store entry forms to guess the identities of three WB Network celebrities-all hiding behind Foster Grant sunglasses. In September, a finalist drawn at random from the correct entries will win a chance to identify a fourth WB Network star. A correct guess could be worth $1 million.
Though its ratings have not been impressive, the WB Network has gained recognition with a handful of cult hits that attract the much-prized teenage demographic, including Buffy, the Vampire Slayer.
More than 20 years ago, up-and-coming stars such as Woody Allen and Raquel Welch appeared in the original "Who's that behind those Foster Grants?" campaign, which became a minor pop-culture phenomenon.
The current campaign for the Dallas-based client may help Leonard/Monahan gain some much-needed momentum. The shop recently lost three of its partners, including creative director Kara Goodrich, as well as the lauded Polaroid imaging systems account, now at Holland Mark Martin Edmund in Boston.