Ray Ban Wayfarers – A Sunglasses Empire
February 3, 2010 by Pablo Palatnik
As the first post of 2010 on BRANDING, one brand and product you see more and more, is the Ray-Ban Wayfarer sunglasses which is a classic sunglass from President John F. Kennedy to Tom Cruise in the movie Risky Business. The Ray-Ban Wayfarers is now, again, on the top of its game as Ray-Ban is probably the most popular sunglasses brand in the world.
If you look at the history of the Wayfarers, it is a style that has been through its rises and declines as a product and brand. Most companies that would have gone through this same path of a certain product would have left the product behind and move on, but Ray-Bans consistent push of the Wayfarers has proven to be a marketing strategy that should be looked at as UBER successful.
If we talk about this brand and product today, we can say a HUGE part of its success as probably the most popular style in the world, has been, without a doubt, the internet and its viral marketing campaigns. YES, movie stars, rock stars, etc play a GIGANTIC role in the success of the product, but its mostly though internet that the masses are on and spread the word through video, pictures, etc.
Ray-Ban has created a colorize campaign for this product with a chameleon and its Never Hide commercials.
The chameleon advertising video that has gone viral is still one of my favorite videos and it got over 1 million views: http://www.youtube.com/watch?v=KMT1FLzEn9I
The latest video from Ray-Ban, that did spread online like wildfire, specially now with Facebook and social networks, is the viral video of the man tattooing a pair or ray-ban wayfarers onto his face ——> http://www.youtube.com/watch?v=wH1tTlq5-Qk
This last video caught big buzz and generated millions of views. So, as an old company, it’s very important to keep up with the latest trends that arise where you may find a whole new level of success and new playing field to market to a different demographic.
Here are some great Ray-Ban Wayfarer resources:
-History of the RayBan Wayfarer
-RayBan Wayfarers from Ray-Ban
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Comments (3)
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Ray Ban wayfarer sunglasses are really fashionable. So many editors at Fashion week 2010-2011 shows were wearing the Ray Ban wayfarer in classic black and brown tortoise shell. It looks really sophisticated when worn with the right outfit. I really love it, especially in the large 54mm size.
Can’t get enough of these..