Foster Grant insights identify new audience connection

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Foster Grant insights identify new audience connection

Geoffrey PrecourtWarc

Once a half-century ago, Foster Grant was famous for being famous.

With a tagline, "Who's Behind Those Foster Grants?", the sunglasses marketer would tap in to the goodwill of a cast of characters that included Anthony Quinn, Woody Allen, Mia Farrow, Julie Christie, Raquel Welch, Jane Fonda, Leslie Caron and Jason Robards - all brand names, in themselves, who would offer their equity to its products.

The broadcast element of the program started in 1965 with celebrities like actress Cindy Williams…

… and still had powerful appeal in 1978 with...

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