DAYTONA BEACH, Fla.—Costa has announced the launch of a new multi-year, creative consumer brand campaign, which is designed to attract water loving, dedicated consumers beyond the brand’s historic market of fishermen. This campaign will run in the U.S., Canada, Central and South America and Australia. Costa’s new campaign uses the tagline “For all those who need water to breathe,” and is aimed at consumers who want their eyewear to reflect their love for adventure and water activities.

This campaign will run in a mix of traditional and digital channels, as well as on app platforms such as the navigation app Waze, which will target consumers searching for water destinations. In addition, the campaign will appear in magazines such as Outside, National Geographic Traveler (including a sponsored NatGeo Traveler Instagram story), Food & Wine, and Conde Nast Traveler; on travel websites such as Travelocity, Expedia, and Airbnb; on TV and streaming services like Hulu, NBC, ABC, Fox Now, and ESPN; and on social media, including Facebook and Instagram.


T.J. McMeniman, vice president of marketing at Costa, said, “While we will always honor our roots from fishermen, we are looking to be the gear of choice for anyone who loves the water, whether their interest lies in fishing, paddle-boarding or any type of water adventure. We hope that this new campaign will encourage more consumers to join the Costa tribe and see what’s out there through a Costa lens.”

According to internal research, owners of Costa eyewear own an average of 5+ pairs of premium sunglasses and actively promote the brand.