# Heritage Marketing Foster Grant Uses Senior Raquel Welch to Promote Glasses to Old People By Going Like Sixty | Published 2009-02-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/heritage-marketing-reviving-old-star-to-promote-old-brand-to-old-people References: [mediapost](http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99992) Raquel Welch is old - she’s 68! The so-called Greatest Generation, so why would Foster Grant’s tap her to be their spokesmodel for their [Foster Grant sunglasses](https://www.trendhunter.com/trends/hookipa-ultra-campaign)? Because Foster Grant’s “Who’s behind those Foster Grants” was determined to be a classic by some marketing genius. Oh and get this! Raquel Welch will be promoting Foster Grant **reading** glasses. Puh-leeze, will someone tell Foster Grant that they are no longer cool? They want a breakthrough in marketing. Yup, Raquel Welch - hip and breaking. Here’s how old Raquel Welch is: I had to go to the third search results on [Google](https://www.trendhunter.com/trends/deepminds-sl2t) before I found a recent picture of her - the rest were of wigs. Old. Old. Old. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 65% | Activity: 91% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Heritage Marketing:** Using a well-known senior celebrity as a spokesperson to market products to older generations. - **Disruptive Celebrity Endorsements:** Utilizing unconventional celebrity endorsements to target specific age demographics. - **Rebranding Nostalgic Products:** Updating old and uncool products with a modern twist to appeal to new customers. ### Industries Being Reshaped - **Eyewear:** Implementing heritage marketing strategies to promote fashionable eyewear for elderly customers. - **Fashion:** Exploring the potential of disruptive celebrity endorsements to revitalize established fashion brands. - **Advertising:** Assisting companies in rebranding nostalgic products by using heritage marketing techniques through advertising campaigns. ## Related on Trend Hunter - [Elder Athlete-Supported Serum Campaigns](https://www.trendhunter.com/trends/longevity-serum.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Women 50+-Targeted Ads](https://www.trendhunter.com/trends/grace-creative.md) - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Wild Granny Campaigns](https://www.trendhunter.com/trends/your-grandmas-energy-drink.md) - [Nostalgic Skincare Campaigns](https://www.trendhunter.com/trends/neutrogena-remembers.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Youthful Ice Cream Campaigns](https://www.trendhunter.com/trends/breyers-carbsmart.md) - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md)