Foster Grant, a Division of Accessories Associates, Inc.: Who's That Behind Those Foster Grants? campaign

Jack Rummel

In the mid-1960s Foster Grant (FG), the sunglasses maker, felt that its product's image needed redefining.

Foster Grant, a Division of Accessories Associates, Inc.: Who's That Behind Those Foster Grants? campaign

Jack Rummel

Overview

In the mid-1960s Foster Grant (FG), the sunglasses maker, felt that its product's image needed redefining. Even though Foster Grant sunglasses had sold well in the 1940s and 1950s, by the 1960s sales were flat. Foster Grant's existing market had aged and begun to buy sunglasses less often. The company knew that its best chance for growth was to tap into the most dynamic new market at that time, the ranks of the baby boomers who had just entered, or would soon...

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