SUMMARY
Ray-Ban , a long-time category leader, experienced sharp sales declines as the brand became viewed as outdated, offering limited styles, too masculine and no longer fashionable; at the same time the category became more competitive with the emergence of fashion sunglass brands. As the original sunglass, Ray-Ban is the only authentic brand to offer contemporary style and superior performance. The creative vision of the campaign was to challenge consumers' existing perceptions of Ray-Ban by depicting a thoroughly modern, intelligent and confident brand to position itself as the sunglass expert. Led by one of the strongest commercials tested by Millward Brown and an innovative media program leveraging the brand's unique Hollywood legacy, Ray-Ban significantly strengthened appeal to the Ray-Ban doubter -- current non-users, women and younger consumers --while stabilizing sales.
