How The Rayban Wayfarer Became An Icon: A Study In Product Placement Marketing

There are some products in the world that permeate time with a seemingly never-ending popularity. The RayBan Wayfarer is one of those products that has seeped itself into society so thoroughly that it has become an instantly recognizable style.

Any company would kill for that kind of recognition. So how, exactly, did RayBan manage to turn a brand -- one that they nearly discontinued due to such poor sales -- into an American icon that continues to permeate modern style decade after decade?

Humble Beginnings

The Wayfarer was first manufactured in 1952. Due to the success of the Aviator model, RayBan initially chased after the same target market with the Wayfarer -- pilots. But where the Aviator utilized large lenses to cover the "goggle effect" that early WWI pilots experienced, the Wayfarers were much more compact and sleek looking.

Initially, the Wayfarer did well with non-pilots thanks to Audrey Hepburn wearing them in the movie Breakfast at Tiffany's. This lead to many stars, including the likes of John Lennon, Marilyn Monroe, Andy Warhol, and many more picking them up.

The Fall

But by the 70's, sales began dropping off. Despite the RayBan's obvious boost in sales from having them worn by a star in a popular movie, the whole idea of product placement was a virtually unknown and unpracticed marketing tactic until 1982.

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 was all for it, until they realized the movie makers were expecting payment. That's what led the film makers to approach Hershey's about using Reese's Pieces instead.

Hershey's reluctantly agreed to pay up. And the rest, as they say, is history. Marketing companies that specialized in product placement sprung up, one of which picked up the business of RayBan.

The Revival

By this time, RayBan was ready to discontinue the Wayfarer due to low sales and interest. But a last hoorah was given when they decided to pay for placement in the movie Risky Business. Star Tom Cruise famously wore them throughout the movie.

The Wayfarer also appeared on promotional movie posters and trailers. The Wayfarer's 1983 sales saw a boost that would guarantee its placement as an American icon throughout history. It helped that through 1987, the Wayfarer went on to appear in over 360 movies and television shows.

Today, product placement is so prevalent that it's now often the target of ridicule and criticism. The 1998 movie The Truman Show lampooned product placement efforts by having characters supposedly trying to disguise product promotion, but in reality were quite blatant about it.

While product placement may not be as effective as it once was, leading to much more elaborate efforts in the marketing niche, its early success has guaranteed the Wayfarer a permanent place in history.




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