Made in the Shade: Foster Grant Tries TV Push

BOSTON Duffy & Shanley freshens its year-old “Who could you be?” campaign for Foster Grant in its latest push for the sunglasses brand breaking next week.

This marks the brand’s first major broadcast TV push in recent memory following a flight of cable spots last year.

A 15-second spot by the independent agency in Providence, R.I., shows hip twentysomethings frolicking in a pool and lounging in the sun while wearing Foster Grants. Print, online, point-of-purchase and direct elements are also included in the effort, along with a Web site redesign. Projected media spending for the brand this year is $7 million, the same outlay as 2007.

“In this second wave, we continue to reinforce the ‘fashion’ of the brand while keeping it approachable, affordable and real,” said Michael Silvia, agency cd and copywriter.

Since adding the Smithfield, R.I.-based business in late 2006, Duffy’s efforts have eschewed the celebrity-driven strategy that helped make Foster Grant an iconic brand in the 1960s, when its print-based “Who’s that behind those Foster Grants” ads (featuring top screen, stage and political figures of the day) ranked among the best known in the world. An attempt to revive the brand’s appeal in 2002 used modern celebs like Cindy Crawford but was not successful.

The client was founded in 1919 and operates under the name FGX International, producing Foster Grant and other brands like Anarchy and Gargoyles sunglasses and Magnivision non-prescription reading glasses.

Other Duffy clients include Safety 1st, Anthony & Sylvan, Swarovski, Eurosocks, Twinklets, Touchstone Crystal, Kaspersky Lab and Narragansett Brewing.