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Sunglass Hut is launching a $5 million image campaign -- its first major national branding effort.

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.


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.

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