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Ray Ban Wayfarer Tortoise Sunglasses
First introduced in 1952, the Wayfarer was originally targeted at pilots, playing off the success of the Aviator model. But rather than go for the large lenses designed to cover the strange-looking tan lines caused by the large goggles worn by the open cockpit pilots of WWI, Wayfarers were much sleeker looking.
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| Ray Ban "New Wayfarer" Sunglasses - RB2132 Tortoise w/ Crystal Green lenses size 55/18 |
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| Retail Price: $109.00 |
| Amazon Price: $74.00 |
But it was thanks to Audrey Hepburn, as Holly Golightly, wearing a pair them in the 1961 movie Breakfast at Tiffany's that gave the Wayfarer initial success.
By the 70's, however, sales had become quite slow. Ray-Ban was ready to discontinue the line. Even though they had experienced success, clearly attributable to their appearance in the movies, it wasn't until 1982 that the whole idea of product placement really took off.
That's when the producers of the soon-to-be filmed E.T.: The Extra-Terrestrial approached candy company Mars Inc. about using M&M's in their movie. Mars turned down the offer after film makers asked for payment. Hershey's, on the other hand, decided to take the risk and paid to have Reese's Pieces appear in the movie.
The incredible success of Reese's Pieces' appearance in E.T. caused product placement companies to start springing up.
| Ray-Ban RB2140 Original Wayfarer Sunglasses,Dark Tortoise Frame/Black Lens,50 mm |
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| Retail Price: $145.00 |
| Amazon Price: $93.99 |
After being approached by one such company, Ray-Ban agreed to pay to have the Wayfarer appear in the movie Risky Business where Tom Cruise famously wore them throughout the movie as well as for promotional posters and box covers.
The Wayfarer's 1983 sales saw a boost that would cement its iconic destiny. The Wayfarer went on to appear in over 360 movies and television shows during the next four years.
Today, movies like 1998's The Truman Show lampoon product placement efforts and attempts at covert marketing are easily picked off by savvy viewers. While product placement marketing continues to become more and more of a tricky business in order to pull it off successfully -- the goal being to prominently place a product without it being obvious that it's there intentionally -- its early successes has guaranteed the Wayfarer a permanent place in marketing and fashion history.
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Disclaimer
Ray Ban Wayfarer is a trademark of the Bausch and Lomb company. This website is not affiliated with nor endorsed by the Bausch and Lomb company. You can visit the official Baush and Lomb site at bausch.com.
