TFCS to promote Ray-Ban revival

Sunglasses firm Luxottica Group has brought in The Fish Can Sing to revive Ray-Ban as a desirable global brand.

The agency's brief is believed to focus on the classic Aviator and Wayfarer lines. Luxottica is understood to be concerned about competition from cheap high-street copies and similarly priced products from fashion labels.

It is also keen to capitalise on the brand's 70th anniversary next year.

The Aviator range was Ray-Ban's first product in 1937 and the ­Wayfarer became the design of choice among successful businessmen in the 1980s.

Neither Luxottica nor TFCS would comment on the hire. Rogers & Cowan is Ray-Ban's US agency.

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