FGX International Launches New Foster Grant Advertising Campaign Featuring Icon Brooke Shields

New Campaign Celebrates the Brand’s Storied History of Working with Hollywood Stars

Brooke Shields is the new face of Foster Grant's "Who's That Behind Those Foster Grants" advertising campaign. (Photo: Business Wire)

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SMITHFIELD, R.I.--()--FGX International, a leading eyewear designer and marketer, today announced that it launched a fully integrated multi-million dollar national advertising campaign for its Foster Grant eyewear brand. The advertising campaign, created by MMB of Boston, MA, features iconic television, motion picture, Broadway star and author, Brooke Shields, who was recently signed as the new face of Foster Grant. The television campaign launches nationwide this fall and will include multiple commercials for the Foster Grant sunglasses and reading glasses collections. In a nod to the brand’s history, the campaign will feature the well-known “Who’s that behind those Foster Grants? ®” tagline, which was recognized by Advertising Age as one of the Top 100 Advertising Campaigns of all time.

Through TV, social media, in-store signage and online efforts, the campaign focuses on Foster Grant sunglasses and reading glasses, available at affordable prices, consumers can own multiple pairs of Foster Grant sunglasses for all their different looks and needs. “We are very excited to launch our Foster Grant campaign featuring Brooke Shields, who will represent all facets of the brand and will help bring to life our brand promise of affordable fashion,” says Gina Lazaro, Executive Vice President and Chief Marketing Officer of FGX International. “In 2013, we are planning a fully integrated ad campaign, featuring more television, print, digital, public relations and social media efforts featuring Brooke as anchor to all of our efforts.”

The ads will be viewable on FosterGrant.com as well as the Foster Grant social media sites. FGX International plans to invest multi-millions of dollars in consumer television and print advertising for its collection of sunglasses and reading glasses in 2013. "I'm thrilled to partner with Foster Grant to launch an advertising campaign that highlights 'affordable fashion’," said Brooke Shields. "The brand offers such a wide array of fun, fashionable options across sunglasses and readers, that it's great for consumers to know you can look great on any budget."

Foster Grant sunglasses are available in a wide range of styles and colors and feature MaxBlock™ 100% UVA-UVB protection, typically from $15-$30. Foster Grant reading glasses are also available in hundreds of fashionable styles and provide prescription quality (prescription quality refers to magnification of lens) without the prescription price. Foster Grant sunglasses and reading glasses can be found at retailers throughout the United States and Canada, including mass merchandisers, drug store chains, airport gift shops and grocery stores.

About FGX International

FGX International Inc. is a leading designer and marketer of non-prescription reading glasses and sunglasses with a portfolio of established, highly recognized eyewear brands including Foster Grant®, Sight Station™, Magnivision®, Gargoyles®, Anarchy®, Corinne McCormack®, SolarShield® and PolarEyes®. FGXI also holds licenses for brands such as Ironman®, Body Glove®, Disney®, Field & Stream™, Dockers®, Reebok®, Nine West®, NASCAR®, and Panama Jack®. Based in Smithfield, Rhode Island, FGXI has approximately 500 full time employees. Additional offices are located in New York City; Ormond Beach, FL; San Luis Obispo, CA; Toronto; Milan; Stoke-on-Trent, England; Mexico City; and Shenzhen, China.

Contacts

FGX International
Sal Siano, 401-719-2160
ssiano@fgxi.com
or
MMB
Liz Vanzura, 617-670-2108
lvanzura@mmb580.com
or
Duffy & Shanley
Shawna Hassett, 401-274-0001
shassett@duffyshanley.com

Release Summary

FGX International Inc., a leading eyewear designer and marketer, announced today that iconic television, motion picture, Broadway star and author, Brooke Shields, will be the new face of Foster Grant.

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Contacts

FGX International
Sal Siano, 401-719-2160
ssiano@fgxi.com
or
MMB
Liz Vanzura, 617-670-2108
lvanzura@mmb580.com
or
Duffy & Shanley
Shawna Hassett, 401-274-0001
shassett@duffyshanley.com