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What did Ray-Ban do to turn the Wanderer into an Yankee icon and save it from final doom? Here is the Wanderer story. But instead of going for the massive lenses built to cover the strange-looking tan lines due to the massive goggles worn by the open cockpit pilots of WWI, Wayfarers were much sleeker looking. But it was thanks to Audrey Hepburn wearing a pair them in the film Breakfast at Tiffany's that gave the Wayfarer 1st success. Though they'd experienced success, obviously due to their appearance in the flicks, it wasn't till 1982 the entire concept of product placement truly took off. Mars turned down the offer after film makers asked for payment.
Hershey's, on the other hand, made a decision to take the danger and paid to have Reese's Pieces appear in the flick. The amazing success of Reese's Pieces' appearance in E. T.
After being approached by one such company, Ray-Ban agreed to pay to have the Wanderer appear in the film Dangerous Business where Tom Cruise famously wore them across the movie and for promotional posters and box covers. The Wanderer's 1983 sales saw a lift that would cement its classic destiny. The Wanderer went on to appear in over 360 flicks and TV shows in the next 4 years. Today, films like 1998's The Truman Show lampoon product placement efforts and attempts at secret selling are simply picked off by savvy viewers.
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