Foster Grant launched the famous 1960s advertising slogan “Who’s that behind those Foster Grants?”
The campaign helped make Foster Grant one of the best-known mass-market sunglasses names in the United States. Its advertisements used celebrity appearances and a memorable question to connect sunglasses with glamour and personal transformation.
The slogan is sometimes incorrectly attributed to Ray-Ban because Ray-Ban was also heavily associated with celebrity culture and iconic sunglasses. The phrase, however, belongs to Foster Grant's advertising history.
Foster Grant's significance lies in marketing as much as in frame design. The campaign helped shift sunglasses from a basic sun-protection product toward an accessible fashion accessory, a change that influenced how eyewear was sold to a broad consumer audience.