‘Never Hide’ branding strategy from Ray Ban

Ray Ban has gone in for a brand-building exercise with campaigns being released on television, OOH and in print

Ray Ban is going in for a brand-building exercise. The Milan based Luxottica group brand has been prominent in the Indian eyewear market for a number of years now.

Sudhanshu Arora, manager, marketing, Ray Ban, tells us why the brand is being repositioned: “We needed to make the brand presence stronger, more vibrant in terms of look and feel of the product in its entirety. Ray Ban is already an established eyewear brand; it is now about how the consumer experiences it.”

‘Never Hide’ branding strategy from Ray Ban

The creative campaign has been executed by TBWA, San Francisco, and has been rolled out in a black and white format to break away from the clutter and give the brand a heritage feel. The objective was to establish an emotional connect with both existing and prospective Ray Ban consumers. The idea behind the campaign was to strengthen the brand vision of ‘Forever Ray Ban’. The catch line, ‘Never Hide’, portrays the message of being bold and living life on the edge.

The target group for this high-end product is people aged between 25 and 35 years in the A1-A2 economic category.

The company claims that the campaign has resulted in 30 per cent increase in sales of Ray Ban products across the premium eyewear category. It has also resulted in a 90 per cent total brand recall amongst the TG, it says.

The campaign, which was launched in April, will continue till the end of the year and will be followed with a new campaign in 2008.

Have news to share? Write to us atnewsteam@afaqs.com

Ray Ban