The company plans to spend $5 million from March 30 through July behind the "Gotta have a look" campaign, which breaks in May issues of magazines. Cooper HMS, Miami, handled the effort.
"This is the first time we are coordinating under our own signature," said Sunglass Hut's new president-CEO, John X. Watson, who joined the company at the end of January from Reebok International, where he was senior VP-marketing and strategic planning.
Before this, the company used limited outdoor advertising and sporadic co-op efforts.
The ads will break in May issues of Cosmopolitan, GQ and Rolling Stone, and will feature only Sunglass Hut employees as models.
`BRINGS SOME SOUL'
Mr. Watson said it brings "some soul into sunglass advertising. Usually you take a model, drop some sunglasses on them and make them look pretty. This is about real life."
In addition to print, Sunglass Hut will use in-store signage, newspaper ads and a "mini-magazine" featuring tie-ins with specific brands. The mini-magazine also will be used as a direct-mail piece and a magazine insert.
Featured brands will include Bausch & Lomb, Guess, Oakley and Ray-Ban.