Luxottica’s marketing initiatives keep their brands afloat, in part because they’re so fun. The recent Ray-Ban Remasters event in New York (pictured here) blended rock and roll with what d’Angelantonio described as “a way to relaunch the marketplace,” celebrating the ’50s and ’60s-influenced style of the iconic Ray-Ban frames with a musical tribute to that time in music. Eight contemporary artists reinterpreted their favorite songs from the 1950s and 1960s. “Rock music is a fantastic world to deliver our brand values, through big personalities and strong points-of-view,” he says.
There is a recipe for success that has guided Luxottica through the recent hard times. “There are three easy-to-understand elements to building a successful marketing platform,” acknowledges d’Angelantonio. “Big, simple and true. Think big to stimulate emotion. Simple because we aren’t involved in nuclear science. And true: you want to tell stories of what the brands stand for.”