Ono’s, SSC Look to Build Sunglass Sales

ATLANTA Sullivan-St. Clair said it has been tapped by Ono’s Trading Co. to develop a corporate image campaign.

The Mobile, Ala., shop said it has designed in-store signage for the local manufacturer of sunglasses with polarized readers. Beth McKern, account executive at SSC, said the agency was chosen without a formal review to increase public awareness about the company and its products.

“There’s nothing like Ono’s on the market,” McKern said. “The company realized the need to communicate the product’s message effectively in order to increase distribution and consumer interest.”

SSC added that it would also develop print and broadcast advertising as Ono’s expands into other markets. The sunglasses are currently sold in hunting, fishing and sporting goods stores in and around Mobile. By the end of August, Ono’s plans to distribute its glasses in the Northeast, Midwest and Southeast, the shop said.

Ono’s glasses are designed for people who are over 40 and participate in outdoor activities regularly.

Van Koppersmith, president and chief financial officer at Ono’s, said the sunglass industry is a $3.3 billion annual business. He added that the company’s goal is to tap into a new consumer category and serve people who are visually impaired.

“With Ono’s, the brand defines the category and becomes the default selection,” said agency creative director James Sawyer. “Ono’s defines the new category of polarized performance readers.”

Billings were not disclosed.