So, jeepers creepers, why is Ray-Ban saying, “Don’t shade your peepers”? The idea is to find a playful way to encourage younger consumers, particularly those ages 18 to 25, to assert their individuality by revealing their sense of personal style.
A campaign for Ray-Ban sunglasses, which is to begin tomorrow, does not quite reach those extremes. Still, the effort, which uses nontraditional media like video-sharing Web sites, carries a theme — “Never hide” — that seems counterintuitive when you consider the product is used to cover the eyes.