Sales campaigns[edit]
In 2007 the company introduced a new campaign that aimed to make the brand more refreshing and compelling, especially toward younger people.[6] Never Hide was its name; and it aimed to express the Ray-Ban ideology: "Sunglasses that place you at the centre of attention beyond trends, transcending time and strongly customising whoever wears them".[6]
Finally, in 2008 Ray-Ban presented Ray-Ban Remasters, a communication program[vague] that consolidated Ray-Ban's strong relationship with music, and its position as a global iconic[vague] brand.[6] Ray-Ban Remasters was a partnership with eight musicians who recorded a song of their choice from the '50s and '60s and remastered these songs exclusively for Ray-Ban. These songs were performed live in a series of three events in North America, China, and Europe.[citation needed]