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Maui Jim has announced the appointment of Jay Black as Vice President Global Marketing as it prepares to launch its “˜Like You’ve Never Seen’ spring marketing campaign.
Formerly Senior Director Global Brand Marketing and Activation at Maui Jim, Black’s 17-year career includes marketing and development positions with other leading groups including Beam Inc and Anheuser-Busch.
According to Maui Jim, Black is known for impactful programmes that have transformed key brands. “His approach to strategic planning, market intelligence, brand activation and the use of new digital strategies allowed him to put these brands and others in front of millions of new consumers with compelling promotional programmes that drove increased distribution and velocity growth,” the brand stated.
Its spring “˜Like You’ve Never Seen’ campaign concentrates on features offered by Maui Jim sunglasses – colour, clarity and detail.
“Maui Jim is already an iconic American brand that is known around the world for premium performance sunwear,” Black said.
“There is a culture and heritage about this company that more people should know. In the past few months, we have introduced many new fashion-forward styles with superior lenses and some amazing frame technology that is far ahead of the industry. Looking forward, we are launching a new advertising campaign that brings our brand to life in vivid colour and images.”
“˜Like You’ve Never Seen’ focuses on the benefits of the Maui Jim’s patented PolarizedPlus2 lens technology which claims to cut glare and UV rays, maximise the usable light from the sun, boost colour and improve definition and depth perception.
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Jay Black: Key marketing role at Maui Jim |
The global campaign, with the Cramer-Krasselt advertising agency, includes brand strategy, advertising, media buying and planning, search, social media and public relations and features images by internationally renowned photographer Nadav Kander.
Black continued: “Maui Jim began by selling sunglasses on the beach in Lahaina, seeing a need for eyewear that could combat intense glare and harmful UV rays while bringing brilliant island colours to life.
“We’ve since become the fastest growing polarized sunglass company in the world by leading the industry in patented lens technology and deepening relationships with our cult following of sunglass wearers,” he concluded.
