Costa Del Mar Wants to Be Cool

Costa Del Mar has contracted Henderson Advertising to rebrand its sunglasses.

The Greenville, S.C., agency won the business in a review that included incumbent Bear Advertising in Westlake Village, Calif., and six undisclosed contenders.

“They wanted to throw away everything we’d done and start over,” said Ed Moody, executive vice president of marketing at Costa Del Mar. “No one else went that revolutionary.”

The estimated $800,000 account will include print, radio and point-of-purchase material. New advertising will appear early next year.

“Their target has traditionally been fishermen and outdoor enthusiasts,” said Al Perkinson, agency director of client services. “We’ll run in specialty magazines and general books.”

According to Moody, Henderson Advertising’s presentation and its point-of-purchase experience with products like S.C. Johnson & Company’s Fantastik were critical factors in the account win.

“We are a highly niched product, with a cult-like following,” added Moody. “We need to move from being a tool to being really cool sunglasses that work.”

Costa Del Mar of Ormond Beach, Fla., competes in the $3 billion sunglass market.