SMITHFIELD, R.I.--(BUSINESS WIRE)--FGX International (NASDAQ: FGXI), a leading eyewear designer and marketer, announced today that it has released the latest television ad campaign for Foster Grant, featuring Hollywood legend Raquel Welch. The ads will begin airing on national network cable on February 9th, 2009.
The ads contain a very powerful message for consumers, one that informs them that over-the-counter Reading Glasses can aid in near-vision tasks safely and effectively, and that Foster Grant offers hundreds of fashionable styles at affordable prices.
In the ad, Raquel Welch is seen wearing Foster Grant Sunglasses and Reading Glasses, and recalls the brand's heritage by including the widely recognized tagline, "Isn't that Raquel Welch behind those Foster Grants?" Foster Grant signed Raquel Welch, a top 50 beauty icon, at the end of 2008, to provide the brand with a spokesperson that represents a genuine and authentic association with the brand's history. She reinforces the fashion positioning of the Foster Grant Sunglasses and Reading Glasses collections, as well as providing the brand with tremendous breakthrough potential.
“Whether you are a well-known celebrity or live anonymously far away from the glare of paparazzi, you aren’t immune from having your eye sight change once you reach your late 30s,” said Richard Kornhauser, FGXI Executive Vice President and Chief Marketing Officer. “As she helped make the brand’s signature tag line a household phrase, it is only fitting that we welcome Ms. Welch back to our advertisements to promote the Foster Grant Reading Glasses collection.”
Since the 1960s, the phrase “Who’s that behind those Foster Grants” has been synonymous with the hottest Hollywood celebrities. Named one of the top 100 advertising campaigns of all time by Advertising Age, the campaign has featured many of Hollywood’s brightest stars donning a pair of Foster Grant sunglasses. Raquel Welch appeared in some of the most popular ads in that campaign.
FGX International plans to spend over $12 million in measured media on consumer television advertising in 2009. The ads are created by Ferrara & Co. of Princeton, NJ and produced by legendary television director Bob Giraldi.
Foster Grant reading glasses feature lightweight, scratch-resistant lenses that reduce eye strain. Foster Grant reading glasses can be found at retailers throughout the United States and Canada, including but not limited to mass merchandisers, drug store chains and grocery stores.
About FGX International
FGX International is a leading designer and marketer of non-prescription reading glasses, sunglasses and costume jewelry with a portfolio of established, well-recognized brands including Foster Grant, Magnivision, Anarchy, Angel, Gargoyles, Solar Shields and PolarEyes. FGXI also holds licenses from Ironman, Levi Strauss, Field & Stream, Body Glove and C9 by Champion. Based in Smithfield, Rhode Island, FGXI has approximately 375 full-time employees. Additional offices are located in New York, San Luis Obispo, Toronto, Stoke-on-Trent, England, Mexico City, Bentonville, AR and Shenzhen, China.