Ray-Ban Launching Global Branding Effort

Ray-Ban, maker of the shades worn by stars of the “Blues Brothers” and “Men in Black” movies, is introducing its first global branding effort. The estimated $40-million campaign will focus on the products’ attributes, including scratch-resistant lenses and anti-glare properties. For the first time, Ray-Ban will use the same advertising message in its major U.S., Asian and European markets. The global campaign is being directed by Bozell Worldwide of New York, which won the account last year from London-based Bartle Bogle Hegarty. Ray-Ban, a Bausch & Lomb subsidiary, dominates the sunglass industry but faces stiff competition from fashion designers Giorgio Armani and Calvin Klein and sports-oriented competitor Oakley in Irvine.